You’ll see it on nearly every food label in the grocery store today: “Natural Flavors.”
It sounds harmless — even wholesome — but the truth is, “natural” doesn’t always mean “good for you.” In fact, “natural flavors” can hide a lot more than you’d expect.
Let’s break down what this mysterious label really means and how to make cleaner, more organic choices for your wellness journey.
What Are “Natural Flavors”?
According to the food industry, natural flavors are flavoring agents derived from plant or animal sources that are then manipulated in a lab to mimic the taste of real ingredients — like cherry, vanilla, or lemon.
The goal? To recreate a familiar flavor while using as little of the real ingredient as possible (since natural extracts and pure ingredients can be expensive).
But here’s where things get murky: when these flavors are created in the lab, nearly anything goes — from known cancer-causing agents to animal-derived additives.
Not Regulated: The Hidden Side of “Natural”
You might assume that if something is labeled “natural,” it’s strictly regulated — but that’s not the case.
The FDA does not require food manufacturers to disclose the exact ingredients in their “natural flavors,” unless one of the top nine allergens is included.
That means each formula is considered a trade secret, and consumers are left in the dark about what’s really inside.
So while your snack or sparkling water may seem clean and simple, the so-called “natural flavor” on the label could actually contain dozens of hidden chemicals.
Not Real: What’s Really Inside “Natural Flavors”
Many “natural flavors” can include up to 100 different ingredients. Here are some of the most common hidden components:
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Synthetic Solvents – Like propylene glycol, an alcohol used as a skin-conditioning agent, which has been linked to contact dermatitis.
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Preservatives – Like BHA (butylated hydroxyanisole), classified as an anticipated human carcinogen by the National Toxicology Program.
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Fillers & Thickeners – Like maltodextrin, a carbohydrate additive derived from corn, rice, potato, or wheat that can cause blood sugar spikes and digestive discomfort.
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Enhancers – Like MSG (monosodium glutamate), a flavor booster that can increase hunger signals and has been linked to migraines in sensitive individuals.
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Animal-Derived Components – Like castoreum, an oily secretion from beavers used as a vanilla or raspberry substitute, and carmine, a red dye made from crushed insects.
Even though these substances come from “natural” sources, that doesn’t make them healthy, ethical, or transparent.
The Wellness Choice: Skip the Mystery Ingredients
Because it’s nearly impossible to know exactly what’s in a “natural flavor,” many nutrition experts recommend avoiding them altogether — especially if you:
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Have food allergies or sensitivities
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Follow a vegan or vegetarian diet
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Are committed to organic or clean eating
Instead, look for foods with short ingredient lists made up of recognizable, real ingredients. Choosing products with the USDA Organic seal can also help ensure your food is free from synthetic additives and artificial processing.
A Simple Rule for Clean, Conscious Eating
If you can’t pronounce it — or if it’s hidden behind the phrase “natural flavors” — it’s probably not something your body needs.
By choosing organic, whole, and naturally flavored foods, you’re not only nourishing your body but also supporting a food system that values transparency, purity, and true wellness.