What Are Natural Flavors & Why Do Brands Use Them?
What Are Natural Flavors & Why Do Brands Use Them?
Ever wondered what "natural flavors" really means when you see it on the back of your favorite beverage or snack? You're not alone. In the world of wellness and clean labels, this seemingly simple term can spark a lot of questions and even some confusion.
Let’s clear the air and dive into what natural flavors actually are, why they’re used, and what that means for the products you enjoy.
What Are Natural Flavors?
Natural flavors are compounds derived from real sources like fruits, herbs, and spices. These flavors capture the essence of the original ingredient, providing the familiar tastes and aromas we love. For example, the fresh, zesty aroma of a lemon is due to a group of compounds called flavonoids. These flavonoids, along with other volatile compounds, are responsible for the vibrant flavors and scents we associate with fresh lemons and other ingredients.
However, the journey from raw ingredient to finished product is not always straightforward. During the manufacturing process, especially during pasteurization—a step that uses heat and/or pressure to ensure the product is safe by eliminating harmful bacteria—some of these delicate molecules can be lost. This loss is not just about flavor; it’s also about the complexity and fullness of the taste experience that might diminish if these compounds are reduced.
In essence, natural flavors aim to restore what’s lost during these necessary but flavor-altering processes, ensuring that the final product delivers a taste that’s as close to the original, fresh ingredient as possible. These flavors are carefully extracted, purified, and concentrated to maintain the integrity of the taste, all while being derived from the same natural sources as the foods and drinks we enjoy.
Why Are Natural Flavors Used?
Pasteurization is crucial for making beverages safe—it uses heat and/or pressure to kill harmful bacteria that could pose a risk to health. However, this process can also dull the natural flavors, such as those zesty lemon notes or the fresh burst of berry. The heat and pressure can alter the molecular structure of these flavor compounds, leading to a less vibrant taste.
To bring back that vibrant, true-to-nature taste, brands add natural flavors after pasteurization. These flavors are not just about restoring what was lost; they also ensure consistency across batches, so every time you open a bottle, you get the same great taste.
These natural flavors are also cost-effective—they’re easier to transport and store because they’re concentrated, with most of the water removed. This concentration means that a small amount of natural flavor can have a big impact on taste, making it an efficient option for manufacturers. Some brands use only natural flavors, while others mix them with real ingredients to balance cost and flavor, achieving the desired taste profile while keeping the product accessible to consumers.
Natural Doesn't Mean Artificial
A common misconception is that natural flavors are artificial. In reality, they’re derived from real ingredients and help ensure a consistent, enjoyable taste. For instance, brands like Spindrift choose to rely solely on raw ingredients without natural flavors, which results in a more subtle taste profile. This approach works because they own their manufacturing processes, allowing them to minimize flavor loss.
Why Do Labels Say 'Natural Flavors' Instead of the Actual Flavor?
You might notice “natural flavors” listed on a label instead of specific ingredients. This happens for a couple of reasons: natural flavors are often a blend of different compounds from various sources, making it complex to list each one. Additionally, suppliers might use this labeling to protect proprietary formulas, which are key to their business.
Why It Matters to Us
At Brainfood, we’re committed to transparency and making informed choices about our ingredients in order to provide a healthy and tasty product. While natural flavors can enhance taste, we believe in maintaining a balance—overuse can disrupt the natural harmony of our ingredients.
That’s why we’ve chosen to use real fruit juice in Brainfood, ensuring that the authentic taste you see on the label is what you get in the bottle. This commitment to authenticity is something we’ll continue to prioritize as we innovate.
Join the Conversation
What are your thoughts on natural flavors? Have you ever questioned their use? Let’s discuss!
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