What’s the Deal with “Natural Flavours”? The Truth Behind the Label

“Natural flavours” – sounds clean, wholesome, and straight from nature, right? Unfortunately, that’s not the full story.

The term “natural flavours” is really a catch-all phrase used by the food industry. It allows companies to group a cocktail of ingredients under one name on the label. As long as the starting material originated from something natural—like a plant or an animal—it qualifies. But here’s the kicker: after heavy processing in a lab, those ingredients are often far from their original state.

So what does this mean for you? That innocent-sounding “natural flavour” could actually include solvents, preservatives, stabilizers, and lab-made additives—and you’d never know. Companies aren’t required to list what’s inside because it’s considered proprietary.

Why do brands do this? Consistency and cost. It’s easier and cheaper to create a flavor in a lab than to use real, whole ingredients every time. And because “natural flavours” are allowed under food regulations, it makes products taste good while keeping recipes secret.

Here’s the bottom line:
Just because it says “natural” doesn’t mean it’s simple, clean, or good for you.

At Haley’s Pantry, we do things differently. We don’t hide behind vague terms like “natural flavours.” Our ingredient lists are short, transparent, and made with real, whole foods you recognize—because you deserve to know exactly what you’re eating. No secrets, no shortcuts, just clean, honest ingredients that are good for your body.