* Definition Food flavor refers to aromatic material added to food to boost quality and appeal. Flavor : Refers to food flavor that contains the natural taste, texture, stimulation of food as well as fragrance. * Need There is growing demand for a wider variety of food flavors boosted by the increasing use of processed foods, a growing food service industry, and changes in lifestyle and eating habits resulting from a fast- growing economy and industrialization. Generally, raw materials for food flavors include both synthetic and natural flavors, but they are increasingly being replaced with natural raw materials to meet customer demands. Such a trend toward natural raw materials is attributable to an increased interest in health. Fragrance, taste, and natural characteristics of food all play an impor-tant role in determining a customer’s purchase. * Role 1) Flavor adding For such products as chewing gum and candy that have no particular taste, flavor is added to give them character. 2) Enrichment For either enrichment of the original flavor of raw material or for promoting taste and flavor that is lost in the production process. 3) Masking To mask unpleasant flavors that naturally occur in raw materials.