You’re standing in the grocery aisle, turning over a snack, scanning the ingredient lists like a detective with a magnifying glass. Oats, dates, almonds, easy enough. Then you see it: “natural flavors.”
It sounds simple. Friendly, even. But if you’re a thoughtful label reader, that phrase can feel like a little locked door. What does “natural flavors” mean? What ingredients are in natural flavors? And what does it mean when it says natural flavors instead of naming the specific flavoring?
The short answer: a natural flavor is a flavoring ingredient derived from natural sources, such as a spice, fruit, vegetable, edible yeast, herb, bark, bud, root, leaf, meat, seafood, poultry, eggs, dairy products, or fermentation products thereof. But that definition is broader than most people expect. “Natural” on a food label doesn’t automatically mean whole, minimally processed, organic, or simple.
That's why natural flavors are worth understanding. Not because they're something to fear, but because knowing what the term actually means helps you shop with more confidence. And when you care deeply about what you put in your body, clarity matters.
What Are Natural Flavors?
So, what is natural flavoring? In the U.S., the Food and Drug Administration defines natural flavor or natural flavoring by where the flavor originally comes from. Natural flavors must be derived from natural sources, which can include plant or animal sources.
Natural flavors in food are ingredients added mainly for taste, not nutrition. They may help a strawberry bar taste more like a strawberry, a vanilla snack taste more rounded, or a citrus drink taste brighter. Your taste buds notice the final effect. The label usually gives you the broad category.
That’s why people ask, what are natural flavors in food, and what are natural flavors in ingredients? They’re not usually whole foods themselves. They're concentrated flavor components derived from natural sources and used across the food industry, from large-scale processors to small organic brands, to achieve a consistent, recognizable flavor. These flavor houses work with extracts, essential oils, essences, extractives, oleoresins, protein hydrolysates, distillates, and other substances to create specific flavors.
The key phrase is this: natural flavors are derived from a natural source. That might sound reassuring, and sometimes it is. Vanilla extract, for example, is a familiar extract derived from vanilla beans. Fruit juice or vegetable juice can also contribute flavor. But natural flavors are often more complex than squeezing an orange into a bottle and calling it a day.
A food label may list “natural flavor” or list “natural flavors” without disclosing the full recipe behind that flavoring. That’s allowed because flavors can contain proprietary blends. For label-conscious shoppers, this is where asking the right questions matters. The term “natural” tells you something about origin. It doesn’t tell you everything about processing, carrier ingredients, solvents, allergens, or whether the flavor aligns with your personal standards.
That’s why GoMacro’s guide to how to read a Nutrition Facts label is a helpful next step. The Nutrition Facts panel matters, but the ingredient list is where you begin to understand what a product is actually made from.
How Are Natural Flavors Made?
Every natural flavor begins with an ingredient. From there, the process can involve extraction, distillation, roasting, heating, enzymolysis, fermentation, or other methods used to isolate flavor chemicals. These flavor chemicals are the compounds that create aroma and taste, the sparkle of lemon, the warmth of vanilla, the toastiness of roasted nuts.
For example, flavors derived from a spice may come through an extract. A fruit flavor may begin with fruit juice, essence, or essential oil. A savory flavor may come from the product of roasting, protein hydrolysate, edible yeast, or fermentation products thereof. In conventional products, carriers such as water, sugar, or alcohol may be used to help disperse or stabilize flavor. For organic certified products, those carriers must also meet organic standards. These ingredients are not always obvious from the phrase “natural flavors” alone. This is why the sourcing standard behind a natural flavor matters as much as the term itself.
The FDA allows certain natural flavoring substances that are generally recognized as safe or otherwise permitted for use in food. “Generally recognized as safe” means qualified experts consider a substance safe under its intended conditions of use. That does not mean every consumer will feel comfortable with every additive, and it doesn’t erase concerns about potential allergens or individual sensitivities.
For people wondering what natural flavorings are made of, the truest answer is: it depends. Natural flavors come from plant or animal sources, but the exact makeup can vary widely depending on the food product, the flavor industry supplier, and the manufacturer’s sourcing standards.
Natural vs. Artificial Flavors: What’s the Difference?
The difference between natural and artificial flavors comes down mostly to source, not necessarily chemical structure.
Artificial flavor, by contrast, are flavoring substances not derived from the natural plant or animal sources named in the FDA’s natural flavor definition. Here’s the twist: natural and artificial flavors can sometimes have the same or very similar chemical structure. Your tongue may read them the same way, even if they came from different places.
Artificial flavors are often designed to mimic flavors found in nature. A lab-made vanilla-like compound and a vanilla-derived flavor may taste similar, but one is categorized as an artificial flavor and the other as a natural flavor because of origin.
Still, for ingredient-conscious shoppers, origin matters. Natural or artificial is not just a technical distinction; it can reflect a broader values question. Do you want flavors derived from natural sources? Do you prefer organic flavors? Do you want food products made with fewer added flavors overall?
It’s also worth separating flavor from other label concerns. Natural flavors are not the same as artificial preservatives. Natural flavors are added for taste, not preservation. They serve a different function than artificial preservatives. They’re not the same as artificial colors. They’re also not the same as whole foods, even when they come from natural sources.
Artificial flavors are often used because they can be consistent, inexpensive, and easy to scale. Natural flavors may carry a softer sound on the label, but both deserve the same calm question: What role is this ingredient playing?
What Can Be Classified as a Natural Flavor?
The FDA definition is broad. Natural flavors must be derived from natural sources such as spices, fruits, vegetables, herbs, roots, leaves, meats, seafood, poultry, eggs, dairy products, edible yeast, bark, buds, and fermentation products thereof.
That means “natural flavor” can cover a wide range of flavoring materials, including essential oil, oleoresin, essence or extractive, protein hydrolysate, distillates, and products created through roasting, heating, fermentation, or enzymolysis. The label may simply say “natural flavors,” even when the underlying process is more layered than the phrase suggests.
There are also special considerations for organic foods and certified organic products. Organic flavors used in organic products must meet organic certification requirements, and processors may use certain non-organic flavors only under specific organic rules. Foods made with organic ingredients may also follow different labeling standards than conventional food products. In other words, “organic” and “natural” are not interchangeable.
That’s similar to the distinction in Non-GMO vs. Organic conversations. Non-GMO and organic both help shoppers understand something about a product, but they don’t mean the same thing. In the same way, natural flavoring and organic flavors are related ideas, not identical ones.
For more on how clean and organic standards overlap and differ, read GoMacro’s guide to clean vs. organic key differences.
Why “Natural” on a Label Doesn’t Always Mean What You Think
The term “natural” has a glow to it. It sounds like sunlight on a kitchen counter. But on a food label, it’s not always as clear as it feels.
“Natural flavor” means the flavor must be derived from a natural source. It does not necessarily mean the ingredient is whole, unprocessed, certified organic, non-GMO, minimally refined, or free from every additive. It also doesn’t mean the food or beverage is automatically aligned with your standards.
That doesn’t mean you need to fear natural flavors in food. Fear doesn’t help much in the grocery aisle. Curiosity does.
A better approach is to read the full ingredient list and look at the bigger picture. Are there whole foods you recognize? Are there artificial flavors, artificial preservatives, or unnecessary additives? Are certifications present, like Certified Organic, Certified Vegan, Certified Gluten-Free, or Non-GMO Project Verified? Does the brand explain its sourcing standards, or does the label ask you to take a leap of faith?
This is especially helpful when thinking about what to look for in a protein bar, for example. A thoughtful bar should not rely on front-of-package promises alone. Look for recognizable ingredients, balanced nutrition to satisfy and sustain, trusted third-party certifications, and a brand that treats transparency like a standard, not a sales pitch.
GoMacro bars do contain natural flavors, and that's worth explaining directly. The natural flavors used in GoMacro products are organic, which are held to a stricter standard than conventional flavors. Under USDA organic regulations, natural flavors used in Certified Organic products cannot be produced with synthetic solvents, synthetic carriers, artificial preservatives, or genetic engineering. GoMacro flavors are crafted using 100% organic ingredients, upholding the same organic integrity as the rest of the bar. The listing on the label changed from a specific ingredient name to “natural flavoring" due to updated FDA nutrition facts guidelines, a required labeling change, not a formulation change. If you have a specific allergy or ingredient question, GoMacro's team is happy to help.
GoMacro’s clean ingredient approach is rooted in that idea. GoMacro's clean ingredient standard is not about turning every bite into a science exam. It’s about choosing food made with care, high-quality ingredients, and standards that make the label easier to trust. GoMacro organic protein bars are made with USDA Certified Organic, Certified Vegan, Certified Gluten-Free, and Non-GMO Project Verified ingredients, and the brand’s clean philosophy avoids artificial flavors, preservatives, and gums.
Because when you’re reading a label, you’re really asking a human question: Can I trust this?
The most grounded choice is informed attention. When natural flavors come from Certified Organic sources and meet USDA Organic standards, the label tells a clearer story. That is the standard GoMacro holds itself to, and it is the standard worth looking for.
FAQs
What does natural flavors mean?
It means the flavoring was derived from natural sources like plants or animals and added mainly for taste. Natural flavors in food can come from spices, fruit, vegetables, herbs, edible yeast, dairy products, poultry, seafood, or fermentation products thereof. GoMacro products are Certified Vegan, so the natural flavors used in our bars are derived exclusively from plant-based sources with no animal-derived ingredients.
What is natural flavoring?
Natural flavoring is a flavor ingredient derived from a natural source, such as a spice, fruit, vegetable, herb, root, leaf, or plant or animal source. It may be made through extraction, distillation, roasting, fermentation, enzymolysis, or other processes.
Are natural flavors safe?
Natural flavors used in food are generally recognized as safe or otherwise allowed for use under FDA rules. That said, people with allergies, sensitivities, or strict ingredient preferences may still want more information from the food manufacturer, especially when the specific flavor is not disclosed.
Are natural flavors better than artificial flavors?
The main difference between natural and artificial flavors is the source. For ingredient-conscious shoppers, that distinction matters. What matters even more is whether those natural flavors meet a higher standard, like USDA Organic certification, which governs how they can be produced and what they can contain.
What should I look for on a food label?
Start with ingredient lists. Look for whole foods, recognizable ingredients, and meaningful certifications like Certified Organic, Certified Vegan, Certified Gluten-Free, and Non-GMO Project Verified. If a product lists “natural flavors,” consider the full context: the brand’s sourcing standards, the rest of the ingredient list, and whether the product uses artificial preservatives or unnecessary additives.
What’s the difference between natural flavors and organic flavors?
Natural flavors are derived from natural sources, but they are not automatically organic. Organic flavors must meet organic certification standards when used in organic foods or organic products. This is similar to non-GMO vs. organic: related label terms can overlap, but each has its own meaning. GoMacro only uses organic natural flavors, meaning the natural flavors in our bars meet USDA organic certification standards and are held to the same rigorous sourcing requirements as the rest of our ingredients.
Why do food manufacturers use natural flavors?
Food manufacturers use natural flavors to create a consistent, specific flavor in food products and food and beverages. Flavors are often used to make a product taste more rounded, familiar, or enjoyable. The question is not just whether added flavors are present, but whether the product still feels transparent and aligned with your values.
Sources
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Electronic Code of Federal Regulations. “21 CFR 101.22 — Foods; labeling of spices, flavorings, colorings and chemical preservatives.” Defines natural flavor and natural flavoring under FDA food labeling rules, including examples of plant and animal sources.
https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-B/section-101.22
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U.S. Food and Drug Administration. “CFR — Code of Federal Regulations Title 21.” FDA reference page for 21 CFR 101.22, including labeling requirements for natural and artificial flavors.
https://www.accessdata.fda.gov/scripts/cdrh/cfdocs/cfcfr/cfrsearch.cfm?fr=101.22
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U.S. Food and Drug Administration. “Use of the Term Natural on Food Labeling.” Provides FDA context on consumer questions and regulatory discussion around the broader term “natural” on food labels.
https://www.fda.gov/food/nutrition-food-labeling-and-critical-foods/use-term-natural-food-labeling
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USDA Agricultural Marketing Service. “Policy Memo 11-1: Use of Natural Flavors.” Explains how natural flavors may be used within National Organic Program regulations for products labeled “organic” or “made with organic ingredients.”
https://www.ams.usda.gov/sites/default/files/media/NOP-PM-11-1-NaturalFlavors.pdf
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Electronic Code of Federal Regulations. “7 CFR Part 205 — National Organic Program.” Provides USDA organic regulations, including standards for organic certification, organic handling, labeling, and allowed or prohibited substances.
https://www.ecfr.gov/current/title-7/subtitle-B/chapter-I/subchapter-M/part-205
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Electronic Code of Federal Regulations. “21 CFR 172.510 — Natural flavoring substances and natural substances used in conjunction with flavors.” Provides additional regulatory context on natural flavoring substances and their permitted use in food.
https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-172/subpart-F/section-172.510