If There's Nothing to Hide, Why Not Disclose It?
Hello the world of “Natural Flavors!”
Natural flavors are everywhere! Recently, I noticed "natural flavor" listed in Whole Foods' organic butter. I have been skeptical of these so-called "natural" flavors for some time now. When creating Rebel Aid, I chose to steer clear of them entirely.
I’m thrilled that more people are uncovering the truth about "natural flavors." This Bon Appetit article explains them well, highlighting how they're often closer to artificial flavors than most would expect.
What Are Natural Flavors?
"Natural flavors" start with ingredients sourced from nature—like fruits, herbs, or even animal products—but they undergo extensive processing, like distillation or extraction, to isolate and concentrate flavor compounds. Often, the final product has very little in common with the original source.
Why Add Them?
They’re added to enhance taste, boost consistency, and restore flavors lost in processing. They can intensify flavors or give a richer taste at a lower cost. For example, a concentrated lemon flavor is cheaper and more convenient than using fresh lemon in each batch. Some combinations of flavors can make them somewhat addictive.
Are They Really Natural?
Technically, they originate from nature, but many natural flavors contain unexpected ingredients and additives. A striking example is the natural vanilla flavor, which might include castoreum—a secretion from beavers. This ingredient, though animal-derived, is legally "natural." Plus, many natural flavors include solvents, preservatives, and carriers that stabilize the flavor, some of which are synthetic.
Why Call Them "Natural"?
The FDA allows the term as long as the source is natural, but this loose definition gives manufacturers flexibility. The industry banks on the positive perception of “natural” even when the production process is highly industrial and involves additives, making it misleading for consumers expecting a closer tie to the original ingredient.
Can They Contain Allergens or Animal Products?
Yes, natural flavors can include allergens or animal-derived ingredients, sometimes without full disclosure. For example, natural almond or dairy flavors can trigger allergies, and those derived from animal sources may not be vegan-friendly. If you have dietary restrictions, it's best to reach out to the manufacturer for clarity.
In short, while "natural flavors" may start with natural sources, they often include very processed and sometimes surprising ingredients. This distinction is why some consumers choose whole, minimally processed ingredients over products that rely on natural flavors.