A process for augmenting or enhancing the aroma or taste of a consumable material selected from the group consisting of foodstuffs, chewing gums, medicinal products, toothpastes, chewing tobacco, smoking tobacco and smoking tobacco articles comprising the step of intimately admixing with said consumable material, an aroma or taste augmenting or enhancing quantity of a composition of matter containing a substantial quantity of natural benzaldehyde and/or acetaldehyde produced according to the process comprising the step of carrying out a retro-aldol reaction on naturally occurring cinnamaldehyde in the presence of base, a natural or food grade nonionic emulsifier and an inert solvent selected from the group consisting of water and mixtures of water and C.sub.1 -C.sub.5 alkanols and in the absence of any other reagents according to the reaction:
- ##STR104## and simultaneously or subsequently steam distilling the reaction product from the reaction mass.