Flavor or flavour is the sensory impression of a food or other substance, and is determined mainly by the chemical senses of taste and smell. The "trigeminal senses", which detect chemical irritants in the mouth and throat, may also occasionally determine flavor. The flavor of the food, as such, can be altered with natural or artificial flavorants, which affect these senses. Flavorant is defined as a substance that gives another substance flavor, altering the characteristics of the solute, causing it to become sweet, sour, tangy, etc. Of the three chemical senses, smell is the main determinant of a food item's flavor. While the taste of food is limited to sweet, sour, bitter, salty, and savory (umami) – the basic tastes – the smells of a food are potentially limitless. A food's flavor, therefore, can be easily altered by changing its smell while keeping its taste similar. Nowhere is this better exemplified than in artificially flavored jellies, soft drinks and candies, which, while made of bases with a similar taste, have dramatically different flavors due to the use of different scents or fragrances.

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