A method to determine safranal content based on non-polar solvent extraction followed by UV–Vis analysis available in the industry for quality control of saffron spice has been studied. Ultrasound-assisted extraction of safranal was carried out and optimised with respect to the solvent: diethyl ether, hexane and chloroform; the time of extraction; and the concentration of saffron in each organic solvent. Best extraction conditions were obtained when 20 g L−1 of saffron was extracted with chloroform for 15 min. Intra-laboratory validation of the optimised conditions and analysis by UV–Vis spectrophotometry showed satisfactory results in linearity, repeatability, intermediate precision and recovery. The limit of detection was 1 mg safranal kg−1 saffron and the limit of quantification was 3 mg safranal kg−1 saffron.Research highlights► Determination of safranal based on apolar solvent extraction followed by UV–Vis analysis for saffron routine quality control. ► Good correlation coefficient between GC and UV–Vis method. ► Saffron chloroform extract can be further used to detect the adulteration colourants.