"Natural flavours" sounds wholesome — a little hint of fruit or vanilla from nature, right? In reality, it's one of the vaguest terms on a food label, and for anyone who wants to know exactly what they're eating, it's worth understanding what it can hide.
What does "natural flavours" actually mean?
Legally, a "natural flavour" is a flavouring derived from a natural source — a plant, fruit, spice or similar — rather than synthesised from scratch. But the term covers the flavour compound and the processing aids, solvents and carriers used to extract and stabilise it. A single "natural flavour" can be a blend of dozens of substances, and the full breakdown never appears on the label.
Why it's on so many labels
Flavourings let manufacturers create a consistent taste cheaply, and "natural flavours" reads far better than a list of technical ingredients. It's a tidy way to make a basic product taste appealing while keeping the recipe — and any imperfections — out of sight.
The transparency problem
The issue isn't that flavourings are inherently dangerous; it's that you can't see what's in them. If you have allergies, intolerances or a sensitive gut, "natural flavours" gives you nothing to assess — you're trusting a black box. For people managing IBS or following a low FODMAP diet, where the details genuinely matter, that's not good enough.
Why That Protein uses only real ingredients
We don't use "natural flavours," because we don't need to hide anything. Our flavour comes from ingredients you'd recognise in your own kitchen: organic raw cacao, real roasted peanuts, real coffee. What's on the label is the whole story — usually just two or three ingredients. That's the flavour nature actually intended, with nothing in the gaps.
How to read a protein label
A good rule: the shorter and more recognisable the list, the better. Look for real food names, be cautious of catch-all terms like "natural flavours" and "flavouring," and favour certified low FODMAP, additive-free blends if your gut is sensitive. Our Blissful Raw Cacao and Nutty Nutty Peanut Butter are good examples of full transparency.
Frequently asked questions
Are "natural flavours" bad for you?
Not necessarily — but because the term hides the detail, it's impossible to judge, which is a problem for anyone with allergies or a sensitive gut.
Can "natural flavours" trigger IBS?
They can, since you can't tell whether they contain ingredients your gut reacts to. Choosing products without them removes the guesswork.
References: UK Food Standards Agency — Flavourings in food.