The Truth About "Natural Flavors" on Food Labels

Spoiler: "natural" doesn't mean what you think it means.

(Want the short version? Scroll to the end for the TLDR. But I promise the details are worth reading!)

Top Image: Ingredients of Strawberry Yogurt Bottom Image: Ingredients I use in my cookies for Strawberry flavor

I've been on a mission lately.

I'm testing new meringue powders for my royal icing because I want to find one without "natural flavors" on the ingredient label. Seems easy enough, yeah? Famous last words....

The deeper I dug into what "natural flavors" actually means, the more I realized this is something every ingredient-conscious person needs to know.

So let's decode it together.

What Does "Natural Flavor" Actually Mean?

Here's the FDA's official definition: a "natural flavor" is any substance derived from a spice, fruit, vegetable, herb, bark, bud, root, meat, fish, poultry, eggs, or dairy—where the primary function is flavoring, not nutrition.

Sounds reasonable. But here's the catch: the final molecule doesn't have to come directly from that source. It just has to originate from something natural at some point in the process.

So vanilla flavor extracted from a vanilla bean? Natural. Vanilla flavor produced by genetically modified yeast fermenting sugar? Also labeled "natural."

Same molecule. Very different process. Same label.

The 80% You Don't See

Here's what really surprised me: the actual flavor compound in "natural flavor" is often only 10-20% of the mixture. The other 80-90%? Solvents, carriers, emulsifiers, and preservatives.

These "incidental additives" don't have to be listed on the label in the U.S.

Common hidden ingredients include:

• Propylene glycol — a synthetic solvent (yes, the antifreeze ingredient) used to carry flavor. The American Contact Dermatitis Society named it their 2018 "Allergen of the Year."

• BHA and BHT — synthetic preservatives used to prevent flavor oils from going rancid. BHA is listed as a possible human carcinogen by several health agencies.

• Polysorbate 80 — an emulsifier that research has linked to gut inflammation and microbiome disruption.

None of these have to appear on your food label if they're part of the "natural flavor" mixture.

U.S. vs. Europe: Different Standards, Same Products

The same brands often use completely different ingredients depending on where they're sold.

Does it feel like I'm repeating myself? I am. It's worth saying this over and over again—if they can change it there, they can change it here.

Regulation	United States	European Union
"Natural" definition	Source-based origin	Must be 100% naturally derived
Hidden additives	Allowed as "incidental"	Must be disclosed B2B
Allergen labeling	9 major allergens	14 specific allergens
GMO/Synbio flavors	Allowed under "natural"	Accepted if microbial fermentation
Banned substances	Several EU-banned chemicals still GRAS	Precautionary principle applies

Several flavor compounds banned in the EU for genotoxicity concerns—that's the potential to damage DNA, which I had to Google so you don't have to—are still permitted in U.S. products under the GRAS (Generally Recognized as Safe) system.

The GRAS Loophole

How do these ingredients get approved? Often, they don't—at least not by the FDA.

The GRAS system allows companies to self-certify that a substance is safe. (Excuse me?? How is that even a thing?)

The Flavor and Extract Manufacturers Association (FEMA) maintains an expert panel that evaluates flavors, but it's funded by the industry. And notifying the FDA? Voluntary.

Between 2000 and 2025, 863 chemicals were added via the GRAS loophole, while only 10 formal petitions for new food additives were filed with the FDA.

The good news: 2026 FDA reforms are targeting this. The agency plans to mandate GRAS notifications for all new substances, ending the era of secret, self-certified safety.

Why This Matters for Your Gut (and Your Kids)

Beyond the labeling games, there's real health research emerging:

• Gut microbiome disruption: Emulsifiers like Polysorbate 80 can damage the intestinal mucus layer and alter beneficial bacteria, potentially contributing to inflammatory bowel conditions.

• Hyper-palatability engineering: Industrial flavors are designed to create a "burst" that fades quickly, triggering you to keep eating. This can elevate your brain's reward threshold and decrease natural satiety signals.

• Hidden allergens: "Natural flavor" can contain traces of allergens or animal-derived ingredients (like castoreum from beaver glands—yes, really) without disclosure.

For families trying to avoid artificial additives, "natural flavor" can be a frustrating wildcard.

What I'm Doing About It

This is exactly why I'm testing meringue powders right now. I want my dye-free cookies to be actually clean—not just "natural" by technicality.

It's also why I use:

• Plant-based colors from PRSM Sugar Co. (no petroleum dyes)

• Real flavorings I can identify and stand behind—like using actual strawberries and cocoa powder for chocolate covered strawberry flavor. Some real outside-the-box thinking there. 😉

• Transparent ingredients I'd feel good feeding my own family

Because "natural" should mean something. And until the labels catch up, I'm doing the homework myself.

Frequently Asked Questions

Is "natural flavor" actually natural?

Sort of. By FDA definition, it must originate from a natural source like a fruit, vegetable, or spice—but it can be heavily processed, fermented by genetically modified organisms, or mixed with synthetic solvents and preservatives along the way.

What's hidden in natural flavors?

The actual flavor compound is often only 10-20% of the mixture. The rest can include propylene glycol (a solvent), BHA or BHT (synthetic preservatives), and emulsifiers like Polysorbate 80—none of which have to be listed on the label.

Is natural flavor safe to eat?

For most people, yes—in small amounts. But hidden additives have been linked to gut microbiome disruption, allergic reactions, and may contain undisclosed allergens. If you're ingredient-conscious or have sensitivities, it's worth asking questions.

Why does Europe have stricter rules on natural flavors?

The EU requires "natural" flavors to be 100% naturally derived and mandates disclosure of incidental additives. The U.S. allows more processing and doesn't require hidden ingredients to be listed. Several flavor compounds banned in Europe are still legal here.

How can I avoid hidden ingredients in natural flavors?

Look for brands that prioritize transparency and use real, identifiable ingredients. Ask questions. And when a label just says "natural flavor" with no further explanation—wonder what's really in there.

TLDR

"Natural flavor" is one of the most misleading terms on food labels. Here's what you need to know:

• It's not just flavor. The actual flavoring is only 10-20% of the mixture. The rest is solvents, preservatives, and emulsifiers that don't have to be disclosed.

• "Natural" doesn't mean unprocessed. GMO-fermented compounds and heavily processed extracts can all be labeled "natural."

• The U.S. allows what Europe bans. Several flavor chemicals with DNA-damage concerns are still legal here.

• Companies self-certify safety. 863 chemicals were added via the GRAS loophole while only 10 went through formal FDA review.

• Your gut feels it. Hidden emulsifiers and engineered flavors have been linked to microbiome disruption and overeating patterns.

The best defense? Read labels, ask questions, and choose brands that prioritize real transparency—not just "natural" marketing.

Want treats made with ingredients you can actually trust?

Every cookie from Equation for Sweetness is dye-free, made with plant-based colors, and crafted with transparency in mind. No mystery. Just real ingredients that happen to be delicious.

[Shop Dye-Free Cookies →]

Sources: FDA 21 CFR 101.22, European Food Safety Authority, Environmental Working Group, Center for Science in the Public Interest, PubMed Central, FDA Human Foods Program 2026 Priority Deliverables