Regarded as the world's most popular aroma and flavor, vanilla is a widely used aroma and flavor compound for foods, beverages and cosmetics, as indicated by its popularity as an ice cream flavor. Although vanilla is a prized flavoring agent on its own, it is also used to enhance the flavor of other substances, to which its own flavor is often complementary, such as chocolate, custard, caramel, coffee, and others. Vanilla is a common ingredient in Western sweet baked goods, such as cookies and cakes. Despite the expense, vanilla is highly valued for its flavor.