The odor detection thresholds of carvacrol (5-isopropyl-2-methyl-phenol), thymol (2-isopropyl-5-methyl-phenol) and p-cymene 2,3-diol (2,3-dihydroxy-4-isopropyl-1-methyl-benzene) in sunflower oil, determined by the three-alternative, forced-choice procedure, were 30.97, 124 and 794.33 mg kg -1 , respectively. Sunflower oil containing 13, 70, or 335 mg kg -1 of carvacrol, thymol or p-cymene 2,3-diol, respectively, was judged to be similar (P \ 0.01) in taste and odor to its antioxidant-free counterpart. The rate constant of sunflower oil oxidation, measured from the increase in peroxide value during storage at 25°C, was 9.2 9 10 -9 mol kg -1 s -1 while the rate constants were 9.3 9 10 -9 , 9.8 9 10 -9 , and 4.3 9 10 -9 mol kg -1 s -1 in the presence of 13 mg kg -1 carvacrol, 70 mg kg -1 thymol, and 335 mg kg -1 p-cymene 2,3-diol, respectively. At a level of 335 mg kg -1 , p-cymene 2,3-diol did not impart flavor taints and effected a 46.7% reduction in the rate of oxidation of sunflower oil. These findings indicate that the diphenolic p-cymene 2,3-diol could potentially replace synthetic antioxidants and is a valuable addition to the antioxidants used by the food industry in its quest to meet consumer demands for synthetic-additives-free and 'natural' foods.