Use of 7-[4,5-dihydroxy-6-(hydroxymethyl)-3-(3,4,5-trihydroxy-6-methyloxan-2-yl) oxyoxan-2-yl]oxy-5-hydroxy-2-(4-hydroxyphenyl)chromen-4-one (rhoifolin) as a taste modifying ingredient in order to reduce bitterness and/or increase sweetness of a foodstuff or beverage.
