The present invention in a first aspect relates to flavour modulation in foodstuffs, beverages, tobacco products and oral care products, using a flavour modulating substance selected from the group represented by formula (I), edible salts thereof and edible esters thereof. It has been found that these substances are capable imparting highly desirable taste attributes in the products they are incorporated in. In addition said flavour modulating substances are capable of modulating and complementing, the sensory impact of other, taste imparting, substances. Thus, the present substances are advantageously applied in flavour compositions, foodstuffs, tobacco products and oral care products. Typical examples of flavour modulating substances according to the present invention include N-vanillyl urea, N-vanillyl thiourea, N-vanillyl guanidine, N-isovanillyl urea, N-(3-ethoxy-4-hydroxybenzyl) urea, N-(3,4 dimethoxybenzyl) urea, N,N'-divanillyl urea, N,N'-divanillyl thiourea, N-octyl-N'-vanillyl urea, N-octyl-N'-vanillyl thiourea, N-hexyl-N'-vanillyl urea, N-hexyl-N'-vanillyl thiourea, N-decyl-N'-vanillyl urea, N-decyl-N'-vanillyl thiourea, N-benzyl-N'-vanillyl urea, N-benzyl-N'-vanillyl thiourea, edible salts thereof and edible esters thereof. ##STR00001##