If you’ve ever turned over a package and scanned the ingredients list, chances are you’ve seen “natural flavors” appear more than once. If you’re like me, you can just skip it without a second thought. But what does the term “natural flavors” mean? Are these flavors really natural—or just a clever marketing ploy? Are they better than artificial flavors? Let’s break it down.
Because I became suspicious
A few years ago, I sat down with Sean Hall, its creator Wellious protein powders. His goal with Wellious was to create the purest protein powder on the market with the fewest ingredients. I was super curious about the process of developing a protein powder, testing ingredients, etc. What he told me blew my mind. He told me that when he ordered “natural flavors” to try, they came as a nondescript white powder in a white bucket. Taking it? This is not natural at all! Before this discussion, I hadn’t thought much about natural flavors, but this really got me wondering what these ingredients actually are. Why does this seltzer taste like black cherry, but there are no black cherries or black cherry juice?
What are natural flavors really?
According to the FDA, natural flavors come from plant or animal sources—such as fruits, vegetables, herbs, spices, or even bark and roots. Sounds pretty earthy and wholesome, right? But here’s where it gets murky: the extraction and processing methods can be so intense that the end product barely resembles its natural origin. In fact, chemically, natural flavors are often indistinguishable from artificial flavors.
The fallacy of nature
This brings us to a concept called the “fallacy of nature” – the assumption that anything “natural” must be better or healthier. I have to admit that I am guilty of this, but unfortunately the term “natural” is not well regulated, especially in the US. This means food companies can slap it on products without much liability. The result? Consumers often assume that products with natural flavors are healthier, when in fact they may not be any different than products containing artificial flavors. The bottom line is that these flavors are made in a lab and look nothing like what they once did in nature.
The biggest problem I have with natural flavors is the lack of transparency. Companies are not required to disclose what flavors they are made from unless they contain one of the top allergens (such as dairy, nuts or wheat). If it’s not something you’re embarrassed to put on your product, then put it right on the label. Tell me where these flavors come from!
Insidious sources of natural flavors are often considered healthy
Brands often marketed as healthy still use natural flavors to boost taste. I know, I know… a lot of it totally broke my heart too!
- Carbonated water and other carbonated beverages: Drinks like LaCroix list “natural flavors” but somehow manage to taste like desserts. How; It’s a mystery to me too! Here are some of the most popular sparkling waters that contain natural flavors:
- LaCroix
- Waterloo
- Flavored Pelligrino
- Polar
- Bubbly
Smart Exchange: Spindrift (uses only real fruit to flavor)
- Yogaurt: Brands often marketed as healthy still use natural flavors to boost taste. Here are some of the most popular yogurts that contain natural flavors:
- Very good yogurt
- Ratio
- Chobani
- Dannon Light + Fit
- Activia
Smart Exchange: Icelandic provisions or of Siggi
- Protein bars and snack bars: I often recommend RXBar and KIND bars to my clients, so this discovery was extremely disappointing. Here are some of the most popular protein bars and snack bars that contain natural flavors:
- RXBar
- SPECIAL bar
- Made good granola bars
- Quest Protein Bar
- Barebells Protein Bar
Smart Exchange: Perfect bar
- Protein Shakes: Here are some of the most popular protein shakes that contain natural flavors:
- OWYN
- Premiere protein
- NUCLEAR power
- Whoa
- Organization
Smart Exchange: You may not like this answer, but for a protein shake to be shelf-stable, it pretty much has to have added gums and stabilizers, not to mention that most also contain sucralose, sugar alcohols, or acesulfame-K (all artificial sweeteners). Make your own shake! Use a pure protein powder like NAKEDa liquid base of organic milk or Elmhurst plant-based milka handful of frozen fruit and a handful of frozen greens for a nutrient-packed meal or snack. Instead of some protein with processed oils and artificial sweeteners, you have a combination of protein, healthy fats, complex carbohydrates and micronutrients. If you really don’t want to get out of a blender, go for one Siggy’s Yogurt Shake.
- Snacks for toddlers: Even foods designed for babies and toddlers include natural flavors—despite clear labeling elsewhere on the package.
- The Best Bars on Earth (AND All the Puff Pastries and Other Snacks)
- Plum Organics Jammy Sammys
- Z Bar
- Bobo’s Bars and Oat Bites
- Del Monte Fruit Cups with no added sugar
Smart Exchanges: Perfect Bar Minis and That’s It Crunchables
Foods I didn’t expect to contain natural flavors
After my deep dive into natural flavors, I decided to clean out a pantry and kitchen. Here are some of the foods that surprised me contained natural flavors. Well, why?! I just want to try the real food without the added BS.
- Pickles
- Pistachio nuts
- Oatmeal
- Granola
- “Healthy” budgies
Final thoughts
Will I be able to completely cut natural flavors out of my diet? Probably not, but I will choose brands and products that are more transparent about what’s in their food whenever possible. TheI did a little detective work, but I was able to find alternatives to all of the above foods. That’s not to say I think you should never eat an RXBar or drink a LaCroix again. On the health spectrum, an RXBar is still far superior to most protein bars and snacks, and a LaCroix is far better than a Pepsi or Coca-Cola.
I’m certainly not here to scare you away from eating your favorite yogurt again. But understanding what “natural flavors” actually means can empower you to make better decisions — especially when it comes to foods you eat regularly or give to your kids.
Choosing a complete Chobani shake with natural flavors is still an important step before getting a sugary one. But when given the choice, why not go for the option with fewer question marks?
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We were not paid to review any of the above products. All opinions are our own. This post may contain affiliate links.
About the author: Megan Ware, RDN, LD, is a registered dietitian nutritionist in Orlando, Florida. He has a private practice, Nutrition Awareness, where he teaches other entrepreneurs and high achievers how to maximize their productivity with nutrition. She is the author of the book The Optimized Life: A Nutrition Guide for Entrepreneurs and his co-host Nutrition Information Podcast.
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