The Truth About "Natural Flavors" in Your Favorite Foods

You grab a snack. You see "natural flavors" on the label. Sounds healthy, right?

Not so fast.

"Natural flavors" is one of the most confusing terms in food. It sounds clean. It sounds safe. But what's really hiding behind those two words might surprise you.

What Are "Natural Flavors" Anyway?

The FDA defines natural flavors as flavors that come from plants or animals. That sounds simple enough.

But here's the catch: these "natural" flavors can still be made with dozens of chemicals. The FDA allows solvents, preservatives, and other additives in the process. None of these extra chemicals have to be listed on the label.

A study in the Journal of Food Science found that natural flavors are the fourth most common ingredient on food labels. The researchers noted that these flavors "can contain both artificial and synthetic chemicals."

Wait—synthetic chemicals in "natural" flavors? Yep.

The LaCroix Drama

Remember when LaCroix got sued in 2018?

A lawsuit claimed that LaCroix's "natural" flavors contained synthetic compounds. The suit named chemicals like linalool, limonene, and ethyl butanoate.

LaCroix fought back hard. They said all their ingredients were natural. The lawsuit was later dropped, but it raised big questions about what "natural" really means.

The point? Even big brands can have murky ingredient lists.

Why Should You Care?

Here's the problem: you can't make smart choices if you don't know what's in your food.

According to the Environmental Working Group, "natural flavors" don't have to tell you what specific chemicals they contain. It's a black box.

Some people have allergies or sensitivities. Some just want to know what they're eating. Either way, "natural flavors" makes that hard.

Better Options

The good news? Some brands do better.

• Spindrift uses real fruit juice. No mystery flavors.
• RXBAR lists every single ingredient. No hiding.
• Olipop tells you exactly which botanicals they use.

Look for brands that spell out their ingredients. If something just says "natural flavors," dig deeper or pick a clearer option.

The Bottom Line

"Natural flavors" isn't bad. But it's not as simple as it sounds.

The label can hide a lot. Dozens of chemicals. Processing aids. Things you might want to avoid.

Your best move? Read labels carefully. Choose brands that are upfront about what's inside. And use Olive to scan products and see what's really in them.

You deserve to know what you're eating.