One aspect of the invention relates to a product selected from the group consisting of foodstuffs, beverages, oral care products, tobacco products and flavourings, said product containing at least 0.01 mg/kg of one or more flavour improving substances selected from the group of substituted phenol esters represented by the following the formula, salts of these compounds and combinations thereof: Formula (I). The invention also relates to novel substituted phenol esters represented by the above formula. Examples of the present flavour improving substances include lactoyl vanillin, lactoyl ethylvanillin, lactoyl isovanillin, lactoyl p-hydroxybenzaldehyde, lactoyl p-hydroxy-m-methoxycinnamaldehyde, lactoyl p-hydroxy-m-methoxycinnamic acid, lactoyl vanillic acid, lactoyl homovanillic acid, lactoyl-m-hydroxybenzoic acid, lactoyl isovanillic acid, lactoyl-p-hydroxy-m-methoxyacetophenone, oleyl vanillin, decanoyl vanillin, divanillyl succinate, lactoyl-o-hydroxy-m-methoxybenzaldehyde, lactoyl eugenol, gluconyl vanillin, and edible salts and esters thereof. ##STR00001##