To provide a flavor imparting agent that imparts a flavor (feeling during cooking) of heat-cooking such as boiling, cooking or steaming generated during heating grains together with water.SOLUTION: Provided is a flavor imparting agent containing 2,4-decadienal and methional. Furthermore, it is preferable to further contain one or more compounds selected from 2-acetyl-1-pyrroline, 2-acetyl-1,4,5,6-tetrahydropyridine, 2-acetyl-3,4,5,6-tetrahydropyridine and 2-acetylthiazole.SELECTED DRAWING: None

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