[Problem] To provide a flavor improver which, when added in a very small quantity to fruit-flavored beverages or food products, in particular, beverages such as fruit juice beverages, processed fruit products such as jam, frozen desserts, fruit-flavored confections, and the like, can intensify the fruity taste of beverages such as fruit juice beverages, processed fruit products such as jam, frozen desserts, fruit-flavored confections, and the like, e.g., "rich notes" such as a sensation of fruit juice or a sensation of fruit, a sensation of ripeness, depth of flavor, a sensation of body, and the like, improving the balance of flavors, and which can be prepared easily and cheaply. [Solution] A flavor improver for fruit-flavored beverages or food products, the flavor improver comprising a heat-treated product obtained by heat-treating fruit juice at 100-180°C for 10 minutes to 5 hours.
