A flavoring material comprising a flavoring wooden material obtained by treating a wooden raw material with pressure and heat for a time period of 30 seconds or longer in the presence of a saturated steam having a pressure of 4 kg/cm.sup.2.G or higher or a super-heated steam having a temperature of 151.degree. C. or higher and thereafter rapidly or slowly discharging the wooden material into an atmosphere having a lower pressure, and a process for producing drinks and foods to which said flavoring material has been added.