What “Natural Flavours” actually means – and how to make smarter food choices
Ever picked up a product that says “natural flavours” and thought, “Well, that sounds better than artificial”…?
You’re not alone. Many of the women I work with, especially those juggling busy schedules and trying to eat better, assume anything labeled “natural” is automatically a healthier pick.
But the term “natural flavours” is sneakier than it seems. And while I’m not here to make you fear your food, I am here to help you make informed choices that support your goals, your gut and your sanity.
Let’s break it down.
What are “Natural Flavours”?
According to Food Standards Australia New Zealand (FSANZ), a natural flavour is defined as a flavouring substance obtained from plant or animal materials through physical, enzymatic or microbiological processes.
Sounds OK, right?
But here’s where it gets grey:
That “natural” compound is often isolated, processed and enhanced in a lab.
It can contain additives like solvents, preservatives, emulsifiers, or carriers that don’t have to be listed individually.
It may start as something natural, like vanilla bean, fruit or herbs, but the final product might not resemble anything close to what you’d find in your pantry.
So while it’s not artificial per se, it’s not necessarily “wholefood” either.
Why this matters (especially for your goals + gut)
You might be thinking: “OK, but it’s such a tiny amount. Does it really matter?”
Here’s the thing: if you’re trying to lose body fat, improve digestion or just feel more in control of your eating, those small amounts can add up.
Many foods with “natural flavours” are:
Ultra-processed and engineered for hyper-palatability (aka harder to stop eating)
Packaged as “healthy” or “macro-friendly,” but filled with ingredients your body can’t easily recognise
Linked to bloating, gut irritation or energy crashes in some people (especially if you're sensitive to additives)
So no, it’s not about cutting them out entirely.
It’s about awareness, and knowing which products align with your body, your goals, and your flexible eating lifestyle.
Where you'll commonly find “Natural Flavours”
Some common culprits:
Protein bars, powders and drinks
Yoghurt (especially fruit-flavoured or “high protein” types)
Sugar-free or “no added sugar” sauces and snacks
Cereal, granola and “wellness” muesli bars
Packaged macro-friendly snacks (chips, baked goods, etc.)
Tip: Next time you shop, flip a few labels and compare. A “clean” product might have natural flavours and ten other processed ingredients.
What to do instead
Don’t stress, this isn’t about cutting everything out or making food rules.
Instead, try this flexible approach:
Read the label: Natural flavours aren’t always a red flag, but if they’re high on the list or paired with lots of additives, that’s worth noting.
Prioritise wholefood-based ingredients: Look for short ingredient lists with words you recognise.
Do the “swaps” test: Can you find a similar product with better ingredients? You’d be surprised what’s out there once you start looking.
Tune in to your body: Some women I work with notice less bloating or cravings when they reduce products with “natural flavours.” Pay attention to how you feel after eating.
Smart, Not Strict – that’s the Flex Food Life way
You don’t need to obsess over every label or cut out every “questionable” ingredient.
But the more you understand what’s actually in your food, the more confident you’ll feel navigating the supermarket—and staying consistent with your goals.
Ready to build your confidence with food shopping?
If label reading feels like a guessing game, or you’re unsure whether your go-to snacks are actually supporting your goals, I can help.
👉 Send me a DM on Instagram with a photo of one of your pantry or fridge items
👉 OR take the Build My Diet Assessment and get personalised support with your shopping, swaps, and flexible eating goals.
Curious about more simple nutrition tips? Join me at Flex Food Life and join my Facebook group community for real, practical advice that fits into your lifestyle!
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