Natural Flavors

As you trek through the grocery store, trying to be more conscious of what you eat, you look at an ingredient label and see “natural flavors”.

Would you ever think that natural flavors can consist of over a hundred different ingredients?

What does natural flavors mean, exactly?

Have you ever wondered?

Or do you just assume it’s okay because it says natural?

We all know that artificial flavors are synthetic and not the best to put in our bodies.

So what is the story behind natural flavors?

What are they?

And what purpose do they serve?

After-all, they are the fourth most common ingredient in prepackaged foods, according to the Environmental Working Group’s database, which contains over 80,000 foods.

The only ingredients that outrank natural flavors are: sugar, water and salt.

Alarming, considering natural flavors are not nearly as simple as these ingredients.

Why are they added to so many prepackaged foods?

Natural flavors are used to give foods their taste or to replace flavors that might be lost during processing, storage or pasteurization.

Often times these additional substances serve to improve stability and shelf life.

In some instances manufacturers add imitation flavors to ensure that every product tastes the same.

Another reason for manufacturers to use natural flavors is to create a flavor profile that gets consumers hooked on their products, masked behind the words “natural flavors”.

If they are natural why can’t manufacturers just specify what they are using?

Natural is a very vague term thrown around in the food industry.

Without any actual definition for what the FDA classifies as natural.

The only real limitation is that manufacturers are required to start with a natural source, like strawberries.

There are minimal limitations on methods, concoctions and labeling thereafter.

The process of extracting and using natural flavors can involve up to a hundred chemical processes and additives.

Manufacturers take advantage of this and hire specialists.

Food Scientists and Master Flavorists

When a food company wants to introduce a new product to consumers they often contact food scientists and flavorists from places like Firmenich, Givaudan, and International Flavors & Fragrances (IFF).

These individuals have a strong scientific background and create new ways for consumers to experience and become hooked on flavors.

Flavor scientists said that one of their goals was making food addictive to the consumer.

And they go to great lengths to do so.

Flavorists travel the world on scouting expeditions to uncover the next flavor trend.

A senior flavorist at IFF, explains that to create a passionfruit-flavored product using actual passionfruit, IFF flavorists would need to consume a quarter of the world’s passionfruit supply.

Creating an artificial version of the flavor is much more cost-effective.

What Goes Into Creating Natural Flavors?

The extraction process of natural flavors often involves the use of heat, enzymes, solvents, and other chemicals to isolate specific flavor compounds.

The process of isolation and concentration can involve more than 100 synthetic substances.

In addition to being able to add up to a hundred ingredients in a single natural flavor, the FDA also allows for 150 incidental additives.

Food producers are not obligated to disclose the initial origins or chemical compositions of these flavors.

This gives manufacturers the benefit of discretion since they are able to label more than a hundred ingredients under the words “natural flavors”.

Additionally, it should be taken into consideration that products derived from Genetically Modified Organisms (GMO), including those modified using synthetic techniques, are classified as ‘natural’.

The main difference between natural and artificial flavors…

is the source.

Unlike natural flavors, the source of artificial flavors is synthetic and does not come from an edible source.

However, experts agree that natural and artificial flavors aren’t that different.

So is natural really better for us? The truth is, both natural and artificial flavors are often used to make processed foods more enticing.

Natural flavors can contain more chemicals than artificial flavors (anywhere from 50 to 100 ingredients can go into one flavor).

With the growing concern for living a healthier lifestyle, natural, just sounds better.

Doesn’t it?

Another disadvantage of consuming natural flavors is that your body isn't designed to process preservatives, additives, stabilizers, and other artificial ingredients. Because many of these ingredients are fat-soluble, your body stores them in your fat cells instead of using them for energy or excreting them. This can lead to weight gain.

It's essential for consumers to be informed and aware of these complexities when interpreting food labels and making choices about the products they consume.

As the demand for more transparent labeling and ingredient information grows, it's possible that there will be changes in how natural flavors are used and labeled in the future.

Keep educating yourself on what you are consuming!