What Are 'Natural Flavors'? The Truth Behind the Label

"Natural flavors" appears on ingredient lists so frequently that most people glaze right over it. It's in sparkling water, yogurt, granola bars, protein shakes, oatmeal, chips — virtually everything. In fact, it's the fourth most common ingredient listed on food labels in the United States.

But what is it, really?

The FDA Definition

According to the FDA, a "natural flavor" is any substance derived from a plant or animal source — including fruits, vegetables, herbs, spices, meat, dairy, bark, roots, or fermentation products — whose primary function is flavoring, not nutrition.

That sounds reasonable, until you realize how broad this definition is. A single "natural flavor" listing can represent a proprietary blend of dozens of chemical compounds. The starting material is natural, but the final product may be highly processed and chemically identical to an artificial flavor.

What Companies Don't Tell You

Natural flavor formulations are considered trade secrets. Companies are not required to disclose:

• The specific chemicals in the blend
• Solvents or carriers used in processing (which can include propylene glycol)
• Preservatives added to the flavor mixture (like BHA)
• Whether the source is animal-derived (relevant for vegans and those with religious dietary requirements)

A "natural strawberry flavor" might contain compounds derived from a strawberry — or it might contain castoreum (derived from beaver glands), which the FDA classifies as a natural flavoring. While castoreum is rarely used today due to cost, it illustrates how misleading the "natural" designation can be.

Natural vs. Artificial: Is There a Difference?

Chemically, often not. The molecule vanillin is vanillin whether it comes from a vanilla bean (natural) or is synthesized in a lab (artificial). The distinction is about the starting material, not the end result. In many cases, natural and artificial flavors are functionally identical.

The key difference is perception: "natural" sounds healthier, which is exactly why food companies prefer it — even when the processing is just as industrial.

Hidden Ingredients Inside "Natural Flavors"

The flavor industry uses hundreds of compounds that qualify as "natural" under the FDA's definition. Some that may surprise you:

• MSG (monosodium glutamate) — Can be listed under "natural flavors" when derived from fermented sources. This is relevant for people who are sensitive to MSG.
• Propylene glycol — Used as a solvent/carrier in flavor preparations. Generally recognized as safe (GRAS) but notable for those trying to minimize chemical additives.
• BHA/BHT — Sometimes added as preservatives within the flavor mixture, but don't appear as separate ingredients on the label.

What You Can Do

Complete avoidance of "natural flavors" is nearly impossible given their prevalence. A more practical approach:

• Choose products that list specific ingredients instead of "natural flavors" — some transparent brands do this.
• Be extra cautious with flavored water, protein products, and snack foods — they tend to contain the most complex flavor blends.
• If you have specific dietary restrictions (vegan, MSG-sensitive), contact the manufacturer — they're required to disclose allergens but not individual flavor components.

CleanLabel's AI flags "natural flavors" as a potential concern and cross-references it with the product's overall additive profile, helping you make an informed decision even when the label is deliberately vague.