The use of hydroxydeoxybenzoins of formula (I) wherein R.sup.1 and R.sup.2 independently of one another represent hydrogen or lower alkyl and R.sup.3, R.sup.4, R.sup.5 and R.sup.6 independently of one another represent hydrogen, hydroxy or lower alkoxy, salts thereof and mixtures thereof to mask or reduce the unpleasant taste impression of a substance that tastes unpleasant and/or to enhance the sweet taste of a substance that tastes sweet.