Selected ion flow tube mass spectrometry (SIFT‐MS) is a direct mass spectrometry technique developed for volatile organic compound (VOC) analysis. In this comprehensive review of the SIFT‐MS flavour literature, its flexibility and utility are evident. SIFT‐MS has found wide application in the analysis of formation and release of odorants in fruits, vegetables, nuts, and seeds – including flavour and sensory optimization during cooking. Dairy products and poultry, red meat, and seafood also comprise a significant number of studies across processing, sensory, and shelf‐life studies. Edible oils, initially investigated for flavour and oxidative status, have recently been very successfully classified according to origin using a combined chemometrics and SIFT‐MS approach. Other recent developments – across different food groups – have been growth in applications to packaging (including meats in modified atmosphere packaging), and correlations of SIFT‐MS data with various types of sensory testing. The continuing growth of food odorant publications indicates that the SIFT‐MS technique has a significant role to play in understanding and managing favourable and unfavourable aroma formation in both academia and industry.