The present invention relates to a process for producing a product having a fish flavour 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 flavour to develop, and optionally mixing the product with one or more other ingredients. The invention also relates to the product obtainable by the process of the invention and use of the same.
