The synthesis, aqueous stability and photophysical properties are reported for a novel tetradentate ligand derived from maltol, a commonly used flavor enhancer. In aqueous solution, this chelate forms stable complexes with Ln(III) cations, and sensitized emission was observed from Eu(III), Yb(III), and Nd(III). A comparison with recently reported and structurally analogous ligands reveals a slightly higher basicity but lower complex stability with Eu(III) [pEu = 14.7 (1)]. A very poor metal centered quantum yield with Eu(III) was observed (Φtot = 0.04 %), which can be rationalized by the similar energy of the ligand triplet state and the Eu(III) 5D0 emissive level. Instead, sensitized emission from the Yb(III) and Nd(III) cations was observed, which emit in the Near Infra-Red (NIR).