If you’re in the business of food manufacturing, you’ve likely seen “natural flavors” pop up on ingredient decks across countless products, from cereal and snack bars to beverages and frozen meals. But how well do you really understand what’s behind that term?
For many brands striving to meet clean-label expectations, “natural flavors” might sound appealing. After all, the word natural carries a halo of health, simplicity, and transparency, but in practice, this label-friendly term is anything but straightforward.
The Truth Behind the Term
According to the FDA, “natural flavors” refers to substances derived from plant or animal sources—think fruits, herbs, spices, meat, seafood, dairy, and more. The catch? These flavors are used solely for taste, not for nutritional value.
But here’s where it gets murky. While the core ingredient must come from a natural source, the final flavor formulation can contain solvents, preservatives, emulsifiers, or other additives. These extras often don’t have to be listed separately on your product’s label. The result is a broad, loosely regulated term that can hide a surprisingly complex chemical makeup.
Why Brands Use It
For many manufacturers, “natural flavors” is a convenient way to protect proprietary formulas. A single natural flavor blend might contain dozens of components, all tucked neatly behind one line item. This can streamline labels, but it also reduces ingredient transparency, which is becoming increasingly important to consumers and retailers.
A Common Misunderstanding
It’s important to note that “natural” does not mean organic, minimally processed, or even inherently healthier. Both artificial and natural flavors can be created in laboratories. The primary distinction lies in the origin of the source material, not the production process.
This distinction is why many clean-label and better-for-you brands are choosing to move away from vague flavor descriptors and instead use recognizable ingredients like real fruit juice, vanilla extract, or honey.
Choose Certified, Clean Ingredients You Can Trust
As consumer demand for simplicity and authenticity grows, it’s time to look beyond labels like “natural flavors,” especially when they mask unclear sourcing or complex formulations. If your brand prioritizes transparency and clean-label integrity, vague terms may not align with your values.
At GloryBee, we’re committed to delivering clarity backed by rigorous quality assurance and trusted certifications. Beyond certifications, our stringent internal testing, monthly audits, and independent lab verification ensure that every ingredient meets your brand’s label standards.
We’re more than a supplier, we’re a partner in building products consumers trust!
Looking to formulate with real, clean ingredients?
Request a free quote today and discover how GloryBee’s certified, high-integrity ingredients can enhance your formulations and align with your brand values.