The present invention relates to flavor generation. In particular the invention relates to a process for the preparation of a flavor composition. The process comprises combining glycerol with a quaternary ammonium compound, adding at least one flavor precursor to form a reaction mixture and heating the reaction mixture to form aroma compounds, wherein the glycerol is combined with a quaternary ammonium compound at a molar ratio ranging between 5:1 and 0.8:1. The flavor precursor comprises preferably an amino compound such as an amino acid. A further aspect of the invention is a food product comprising the flavor composition obtainable by the process of the invention.