A process for producing a product having a fish flavor is provided, the process comprising preparing a composition comprising 1-20% w/w water and at least a polyunsaturated fatty acid, incubating the composition at less than 260° C. and at a reaction time sufficient for the fish flavor to develop, and optionally mixing the product with one or more other ingredients. The product obtainable by this process and methods for using the same are also provided.
