Milk aroma flavor (Luctarom1866, Lucta, Spain) was added to calf starter to investigate its effects on starter consumption (SC), growth and feed conversion in dairy calves. Forty-four female Holstein calves (6 wk of age; 56 ± 6 kg of BW) were randomly assigned to 2 groups, which were fed with 2 g or 0 g milk aroma flavor per kg starter. All calves consumed the same milk and starter from birth to the beginning of the experiment (wk 0–6). The experiment lasted 4 weeks (wk 7–10) and calves were provided same milk from the beginning of the experiment (wk 7) and weaned at 8 wk of age. SC was recorded daily and each calf was weighed weekly. The data were analyzed by ANOVA and LSD test at 5% and 1% probability utilizing SAS statistical program. The results indicated that SC of calves fed flavor had no significant differences in wk 7, 8, 9 and during the entire experimental period, while it increased by 0.38 kg per day (P < 0.05) in wk 10. Compared with the calves fed starter with no flavor, the calves fed flavor gained more weight in wk 9 (0.2 kg per day (P < 0.05)), wk 10 (0.3 kg per day (P < 0.01)), and during the whole experimental period (0.1 kg per day (P < 0.05)). From wk 9 to wk 10, the ratio of weight gain to SC was 0.42 and 0.38 for calves fed with and without flavor (P > 0.05). Overall, milk aroma flavor in starter could improve SC and average daily gain (ADG) in dairy calves and tend to encourage feed conversion.