You’ve probably seen “natural flavors” listed as an ingredient on many packaged foods—everything from snacks to drinks to supplements. It’s a common term, but how much do you really know about what it means? And should you be concerned? Let’s unpack what “natural flavors” actually is, how it can contain a range of chemicals, and why certain diets, like the AIP (Autoimmune Protocol) diet, avoid it entirely.
Before we move forward, allow us to share a brief story! About two years ago, Heather and I were exploring bringing some of our products from baking mixes to ready-to-eat goods - like boxes cookies and brownies. Our biggest concern was preservation - maintaining the flavor and texture of the product. Despite our specific ingredients, co-packers we spoke with, left and right, had no concerns. All simply suggested using a variety of flavor and texture enhancers and just listing them in our ingredient list as “natural flavors”. This way, they said, we could maintain our strict dietary standards and our customers “wouldn’t know the difference”. We declined.
What Are “Natural Flavors”?
The term “natural flavors” is a catch-all label used to describe a wide variety of substances derived from natural sources, including fruits, vegetables, herbs, spices, and even animal products. The catch? These substances aren’t typically single ingredients, but rather complex combinations of compounds. A natural flavor can consist of dozens, sometimes even hundreds, of individual chemicals, which are combined to produce a specific taste or aroma.
In fact, the flavoring industry is extremely complex, and companies often use “natural flavors” as a way to disguise a vast mixture of chemical compounds that may be derived from a range of sources. The result is that, while the ingredients may come from nature, the end product can still be highly processed.
What Falls Under “Natural Flavors”?
When you see “natural flavors” on a food label, the possibilities are vast. Some of the most common ingredients that could be included under this label are:
• Essential oils (e.g., orange, lemon, or peppermint oils)
• Herb extracts (e.g., basil or thyme extracts)
• Fruit juices (e.g., lemon juice concentrate)
• Spices (e.g., cinnamon or vanilla)
• Animal-derived products (e.g., beaver gland extract for certain flavors)
• Fermented products (e.g., yeast extracts)
• Plant-based compounds (e.g., from nuts, seeds, or grains)
This vast variety means that the term “natural flavors” is incredibly vague. The actual composition of these flavors can vary widely, depending on the flavor profile a manufacturer is trying to achieve. Some flavors can even be altered or “boosted” with synthetic chemicals, though they’re still categorized as “natural” due to their source.
Common “Healthy” Brands Using Natural Flavors
Many well-known “healthy” brands incorporate natural flavors into their products. Brands that market themselves as clean or health-conscious often use natural flavors to enhance the taste of their products without resorting to artificial additives. Some common examples include:
• Annie’s Homegrown (often in organic snacks like crackers and gummies)
• Clif Bar (in many of their energy bars)
• Kirkland Signature (Costco’s private label, including granola bars and protein shakes)
• RXBAR (in their protein bars)
Though these brands focus on wholesome ingredients, their use of natural flavors can be misleading to those who assume that “natural” means entirely free from processing or artificial compounds.
Why the “Natural Flavors” Label Can Be Problematic
The biggest issue with “natural flavors” is the lack of transparency. The food industry isn’t required to disclose the exact components of natural flavors, as they’re considered proprietary recipes or trade secrets. This means that consumers have no idea what specific chemicals are used in the flavoring process.
For people with allergies, sensitivities, or specific dietary needs, this lack of clarity is concerning. For instance, someone following the autoimmune protocol (AIP) diet, which eliminates potential food triggers, would avoid natural flavors altogether because they can’t confirm whether the flavor contains any hidden ingredients that could provoke an immune response.
Why the AIP Diet Avoids Natural Flavors
The AIP diet is designed to help individuals with autoimmune conditions identify and eliminate foods that may cause inflammation or immune system flare-ups. The AIP protocol encourages whole, unprocessed foods, and avoiding artificial and even some natural additives. Since “natural flavors” can be derived from a wide variety of sources (including potentially problematic ones like nightshades or dairy), the AIP diet recommends steering clear of them altogether.
To follow this guideline, it’s important to read labels carefully. If you’re committed to avoiding natural flavors, check for any ingredient listings that contain the term “natural flavor” or “flavoring,” and contact the company directly if you’re unsure about what’s in their product.
What to Look For
If you’re looking to avoid natural flavors in your diet, here are some tips:
• Look for ingredient lists that are short and simple: Ingredients like real vanilla extract, orange zest, or lemon juice are a good sign that the product is actually naturally flavored - not on the list of “natural flavors”
• Choose whole foods: Fresh fruits, vegetables, and meats that don’t require flavoring agents are your safest bet.
• Contact the manufacturer: If you have doubts about what’s in a product, reaching out directly to ask for more details on their natural flavors can help clear things up.
So, while natural flavors may sound harmless, they can be much more complicated than they appear. For those with dietary restrictions or health concerns, it’s always better to err on the side of caution and choose products with clear, simple ingredient lists that prioritize whole, unprocessed foods.
Our eat G.A.N.G.S.T.E.R. will always be 100% AIP compliant - and thus will always be sans “natural flavors”. Here are some customer favorites:
