Case File #003 "Natural Flavors"

Alright, detectives—grab your magnifying glass and your grocery list, because we’ve got another suspect on the loose. Today, we’re zeroing in on Natural Flavors—aka suspect #003 in our lineup of shady ingredients.

Now, I don’t know about you, but when I first saw “natural flavors” on a label, I thought, Oh good, this one’s safe. I mean, “natural” sounds harmless, right? Comforting even.

Boy,was I wrong.

Here’s the scoop: "natural flavors" is one of the most vague, unregulated, and industry-protected terms on the ingredient list. It sounds innocent, but in reality it's as guilty as they come. 

The FDA defines “natural flavors” as anything derived from a plant or animal source—but after it goes through chemical processing, lab tinkering, and a few cloak-and-dagger tricks, is it still something you want in your food?

These flavors can include solvents, preservatives, emulsifiers, and other substances they don’t legally have to tell you about. And no, companies don’t have to disclose what’s actually in their "natural flavor" blend because it’s considered proprietary—basically a fancy word for “none of your business.”

But if it affects our health? It is our business.

Here’s the kicker: “natural flavors” can have up to 100 different chemical compounds—and still just show up on your label as two innocent-sounding words. They’re everywhere, from sparkling water to granola bars to organic snacks that should be cleaner.

So, what do we do?

We pay attention. We get curious. We ask better questions.
And we don't let a pretty label do the thinking for us.

If a company isn’t willing to tell you exactly what’s in their product, that’s a red flag. Choose brands that are transparent. Better yet, reach for foods that don’t need flavoring in the first place—real foods, whole ingredients, and simple stuff your great-grandma would recognize.

Stay sharp out there, detectives. This case is far from closed—but every label you read brings us one step closer to the truth.

Until next time—
Keep sniffing out the suspects.
Amanda Hinshaw-Reed
The Label Detective


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