Natural Flavors are Anything but NATURAL
The Food Industry Legal Liability loophole that’s robbing you of your health . . .
Few people I know, beside my girlfriend and I, read labels on the products they choose to put in their bodies. Notice I didn’t say the FOOD they choose; I said products . . . as REAL FOOD doesn’t include, nor does it require a label.
The term "natural flavors" often appears innocuous and straightforward on ingredient labels, suggesting a direct derivation from nature without the addition of synthetic chemicals. However, the reality behind this term involves a complex regulatory and industrial backdrop that significantly obscures consumer understanding of what these flavors truly contain.
The term "Natural Flavors" often appears on ingredient lists across a wide range of products, from foods and beverages to cosmetics and pharmaceuticals. While the adjective "natural" may imply a healthier or more wholesome product, the reality behind this term is very deliberately deceptive and is more complex and less transparent. There are a number of reasons Functional Medicine, Holistic Practitioners, Health Coaches, and nutritionists advocate avoiding entirely or at a minimum, drastically limiting the consumption of products that include “NATURAL FLAVORS.” Food chemical companies and the chemicals they use in processed food products is a largely unregulated industry with two words on an ingredient label hiding a multitude of chemical ingredients (sometimes numbering in the hundreds) that do not have to be listed on the label of products. As a result, the consumer has no idea what they are purchasing or subsequently ingesting in consuming these products.
Why add flavors?
More on this later, but the short answer is natural (and artificial) flavors are added to food for several reasons.
Primarily, they enhance or modify the taste and aroma of food products, making them more appealing and enjoyable to consumers. These flavors can compensate for flavor loss that occurs during processing, storage, and/or cooking, ensuring that the final product has a consistent and desirable taste profile.
For example, when foods like orange juice are pasteurized (heated to 140 degrees) for safety, many of the volatile chemicals evaporate or degrade thereby altering the taste. These chemicals lost have to be restored. The added flavors trick your taste buds and smell receptors into believing you are drinking a fresh glass of orange juice when in fact, it may be rather old.
Across the entire food industry spectrum, from the extremely competitive of world of fine dining to the inexpensive processed foods at the grocery store, every company is looking for an edge to provided the most palatable, succulent foods that will hook consumers. Natural (and artificial) flavors are used to create new and interesting flavor combinations, catering to consumer demand for innovative taste experiences. They can also be used to mask undesirable tastes or odors in the food, improving the perception of product quality.
Adding natural flavors enables food manufacturers to meet consumer expectations for flavorful, aromatic, and enjoyable foods, thus increasing product attractiveness and marketability so you buy the product again and again or eat at your favorite restaurant over and over.
The Not So Natural Source of “Natural” Flavors
Simply put, natural flavors are anything but naturally occurring. Natural flavors are derived from natural sources such as plants, fruits, vegetables, herbs, roots, meat, seafood, dairy, animal glands, and fermentation products. While the origin may be natural, the term does not necessarily mean the flavor comes directly from the named source. For example, a strawberry-flavored product probably does not contain real strawberries but rather a combination of countless compounds that mimic the taste of strawberries and hide behind the listing “Natural Flavors.”
The creation of natural flavors often involves not just the extraction of flavor compounds from natural sources, but also the addition of up to 100 chemicals (not listed on food labels) to stabilize, preserve, or enhance these flavors. While the initial source of the flavor might be natural, the final product is typically a complex mixture synthetic chemicals solvents, emulsifiers, flavor enhancing modifiers, and preservatives that can make up to 80 or 90 percent of the mixture.[1]
The main difference between a natural and artificial flavor is the origin of the flavor chemicals. Natural flavors must be derived from or begin with plant or animal material.[2] But that’s just the starting point. The enhancement of the flavor involves chemical additives with each additive moving it farther and farther away from anything found in the natural world.
Artificial flavors, as opposed to natural flavors, are synthesized entirely in the lab from scratch. After all, they’re artificial, right? But here’s the thing. The actual chemicals in these two kinds of flavoring may be identical, with the chemical structures of the individual molecules being indistinguishable. But, because the natural flavors started with a naturally occurring palette found in the natural world, prior to its processing and enhancement, it gets to bear the label “natural” which consumer studies have revealed, make consumers feel better about it.
Any artificial flavor must be comprised of one of the nearly 700 FDA-allowed flavoring chemicals or food additives categorized as “generally recognized as safe,” or any of 2000 other chemicals not directly regulated by FDA but sanctioned for use by an industry group, the Flavor and Extract Manufacturers Association of the United States. [3]
Since our sense of smell is 80 - 90% responsible for what we taste, these same chemicals being used to enhance the flavor of your food, are the same chemicals used in topically applied products, only when use for those products, these same flavor enhancing chemicals are labeled as “fragrances.” Bon Apètit!!!
In simpler terms, and this is very important to note, “generally recognized as safe” is a delineation provided by the food chemical companies and their lobbyists. This label, intended to make you feel safe, is not from the FDA or any rigorous scientific research verifying or validating its safety. It means nothing because little to no studies have been performed. We’re simply supposed to trust the food chemical companies in stating they are safe.
The Insidious Nature of “Natural Flavors”
Natural flavors are engineered to mimic a flavor that occurs in nature with two primary motives or directives:
To enhance flavors – obviously. The goal is to make foods super-palatable so we cannot stop eating them. And look around you; it’s working. Americans are currently the most unhealthy society on Earth, with 88% of Americans having metabolic syndrome and less than 7% of Americans being metabolically healthy [4]. As of 2023, 65% of Americans are over their ideal weight, 31.6%% of Americans are overweight, 42% of Americans are obese, and 7.7% of Americans are morbidly obese. [5] And yet, many are unaware and unable to connect the dots in understanding their diet is killing them.
That brings us to the biohacking initiative. Food engineers have actually discovered how to hack the body’s biochemistry in such a way, they can now manufacture and create food addiction. I wish I could make this up, but there are now decades of research behind engineering foods and imbuing them with additives that create addiction, which leads to bigger and bigger profits. By triggering a very specific taste receptor called the RF-1A2 receptor on the back of your tongue these food additives trigger the release of dopamine, the body’s “reward system.”
The vast majority of natural and artificial flavors aren’t engineered to enhance flavor. They’re actually designed to trigger a dopamine response so a given food becomes associated with pleasure, and thus, addiction and endless cravings. Why? Because in depleting our dopamine with every meal, we engage in dopamine seeking behaviors, in this case foods that have hacked our brain and biochemistry signaling to body to eat more.
I cannot tell you how many friends of mine routinely share with me how they have tried and tried to give up certain foods that they know are not good for them, but simply cannot seem to find the willpower to resist them. Something that made it easier for me to do, is a naturopathic doctor I saw back in my 20s, who shared with me that if I am constantly craving sugar, it means I have a severe mineral deficiency, and my health is deteriorating. Knowing that, made it a little bit easier to turn to a healthier lifestyle. And guess what? Once I started eating healthy by giving up, soft drinks, Gatorade, juices, ice cream, confectionery delights, and virtually all other process foods, I began feeling amazing and all my sugar cravings disappeared. I’ve never looked back.
It was a process. I didn’t do it all at once, but I’m here to tell you,
“IT’S POSSIBLE, and YOU CAN DO IT!!!”
Health and Safety Considerations
While the use of the term "natural flavors" is partly justified by obfuscating the fact that we took something ‘natural’ and processed it into oblivion, the lack of specific information on the countless chemicals hiding behind the ubiquitous, broad reaching term “natural flavors” can make it difficult, if not impossible, for consumers to make informed choices about the products they purchase and choose to consume.
Here are the primary concerns associated with natural flavors, including their sources, processing methods, and potential health implications.
Solvents
Solvents are used to extract flavor compounds from their natural sources or to dissolve flavors into a usable form. Common solvents include:
Ethanol: Generally regarded as safe in small quantities, but in larger amounts can be toxic.
Propylene glycol: Used in many food and beverage products, it is considered safe by regulatory agencies, though high doses have been associated with toxicity and irritation to the skin, eyes, and throat.
Hexane: A solvent often used in the extraction process; hexane is a well-documented neurotoxin. It has been shown to create a number of neurological symptoms including dizziness, nausea, and headaches, with long-term exposure potentially leading to more severe neurological damage.
Preservatives
Preservatives might be added to maintain the shelf life of the natural flavor formulation. Some preservatives have been linked to health concerns:
Benzoic acid and sodium benzoate: These are generally considered as safe but can form benzene, a carcinogen, especially when combined with ascorbic acid (vitamin C) under certain conditions.
Sulfites: Used as food preservatives to prevent oxidation maintain freshness, and to prevent browning and bacterial growth, Sulfites, can pose significant health risks for certain individuals in triggering allergic reactions and asthma symptoms in sensitive people, leading to symptoms ranging from mild to potentially severe, including breathing difficulties, wheezing, hives, or even anaphylactic shock in extreme cases. Moreover, there is concern that long-term exposure to sulfites might be linked to other adverse health effects, although more research is needed to fully understand these potential impacts.
Emulsifiers and Stabilizers
These are added to ensure that the flavor mixes well with the product it's being added to, without separating or degrading. Commonly used emulsifiers like soy lecithin are generally considered safe, but some individuals may experience digestive discomfort, frequent diarrhea, abdominal pain, fullness, or allergic reactions. The biggest source of soy lecithin is GMO crops, meaning non-organic lecithin contains residues or pesticide and glyphosate, a known carcinogen.
Artificial Colorants
Sometimes, colorants are added to make the natural flavors visually appealing or to match the perceived color of the flavor (for example, adding green color to lime flavor). Some artificial colorants have been linked to hyperactivity in children and other health concerns, though they are not universally present in natural flavors.
Lack of Transparency
The lack of transparency surrounding natural flavors stems from a combination of regulatory definitions, proprietary concerns, and the technical complexity of flavor creation. Here's a detailed explanation of these factors:
Regulatory Definitions
In the United States, the Food and Drug Administration (FDA) defines "natural flavor" or "natural flavoring" as substances extracted from animal or plant sources, used to impart flavor to food and drink. This definition is broad and allows for a wide range of substances to be classified under this term, without requiring the disclosure of specific ingredients that make up the natural flavor. The European Union and other regions have similar definitions, which also contribute to the global lack of transparency.
Proprietary Concerns
One of the primary reasons behind the vague labeling of natural flavors is the protection of proprietary formulas. Flavor creation is a highly competitive industry, with companies investing significant budgeted resources in developing unique flavor profiles that distinguish their products from competitors. Disclosing the specific components of these flavors could compromise trade secrets and undermine competitive advantages. As a result, regulations permit companies to simply list "natural flavors" on ingredient labels without detailing their composition.
Technical Complexity
The composition of natural flavors can be incredibly complex, involving dozens or even hundreds of individual compounds, even if they are all derived from natural sources. Detailing every component on a product label would not only be impractical but could also overwhelm consumers with information that most would find difficult to interpret. This complexity justifies, to some extent, the use of a catch-all term from a practical standpoint.
Consumer Perception
Companies might prefer to list "natural flavors" rather than specific substances to maintain a product's appeal. Consumers are often drawn to products with shorter, simpler ingredient lists, perceiving them as more natural or wholesome. The term "natural flavors" suggests a product is closer to nature, a marketing advantage that could be lost if every constituent flavor compound were listed.
Environmental and Ethical Concerns
The production of natural flavors can have environmental impacts, including resource depletion and habitat destruction, to obtain natural ingredients. Moreover, the ethical implications of using animal-derived substances are a concern for vegetarians, vegans, and animal rights advocates.
Conclusion
The lack of transparency behind the term "natural flavors" exists at the intersection of regulatory definitions, proprietary business interests, practical considerations related to the complexity of flavor formulations, and consumer marketing strategies. While this approach allows for the protection of trade secrets and may simplify label reading for the general population, it also raises concerns about consumer right to know, particularly for those with specific health conditions or dietary preferences. Efforts to balance these competing interests continue to evolve, with some calling for more detailed disclosure or clearer guidelines on the use of natural flavorings in consumer products.
I would love to hear your thoughts, concerns, and opinions on this subject. Please feel free to comment below.
References:
EWG: Natural vs. Artificial Flavors:
https://www.ewg.org/foodscores/content/natural-vs-artificial-flavors/Federal Food and Drug Administration defines a natural flavor as “the essential oil, oleoresin, essence or extractive, protein hydrolysate, distillate, or any product of roasting, heating or enzymolysis, which contains the flavoring constituents derived from a spice, fruit or fruit juice, vegetable or vegetable juice, edible yeast, herb, bark, bud, root, leaf or similar plant material, meat, seafood, poultry, eggs, dairy products, or fermentation products thereof, whose significant function in food is flavoring rather than nutritional.”
EWG: Natural vs. Artificial Flavors:
https://www.ewg.org/foodscores/content/natural-vs-artificial-flavors/Robert Lustig, MD (2023). METABOLICAL: The Lure and the Lies of Processed Food, Nutrition, and Modern Medicine. Harper Wave: An Imprint of HarperCollins Publishers
Wikipedia: https://frac.org/obesity-health/obesity-u-s-2
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