What are natural flavors?
“Natural flavors” are one of the most common terms on the back of your favorite beverages. Despite sounding like a safe or simple choice, “natural flavors” can actually mask a lot of complexity.
At IMPAC+, we take a very different approach: simpler, clearer ingredients and complete transparency. In this blog we will dive deeper into natural flavors and why we’re transparent with our ingredients. If you want to get a broader overview of what makes IMPAC+ the best electrolyte for great tasting hydration, visit our complete guide.
What “Natural Flavors” Really Means
The term “natural flavor” is a legal definition, not a scientific one. In the United States, as long as a manufacturer uses a compound derived from plants or animals and then processes it to create a flavoring agent, it can be labeled as a “natural flavor,” regardless of how much transformation occurred in the laboratory (FDA, 2013).
So while “natural” may sound reassuring, it does not necessarily mean clean or single-ingredient. Flavor houses often mix plant/animal derived ingredients with dozens, and sometimes hundreds, of different synthetic compounds and process them to create a specific taste profile. As a result, a single line reading “natural flavors” on an ingredient label can represent a complex, proprietary blend of many individual components.
Why This Matters: Three Practical Concerns
1. Unknown Composition and Proprietary Blends
Natural flavors are usually proprietary blends. This is acceptable for many products, but when you’re consuming a beverage daily, sometimes more than once per day, many people want to know exactly what they’re putting into their bodies.
With hidden blends, that transparency isn’t possible. The Flavor and Extract Manufacturers Association explains that flavor formulations often include many individual compounds and are generally considered confidential business information (FEMA, 2020).
2. Allergens and Sensitivities
Because natural flavors can be derived from many different sources, they may contain trace proteins or processing residues that trigger allergic reactions or sensitivities. Without full disclosure of ingredient composition, individuals with specific dietary restrictions or allergies can’t make fully informed decisions.
3. Potential Safety Risks from Certain Processing Chemicals
Some flavoring compounds, including diacetyl and related compounds, have been associated with respiratory issues in manufacturing environments and have prompted occupational safety warnings (NIOSH, 2016).
While these risks are primarily linked to high levels of exposure during production rather than consumption, they demonstrate that flavor chemistry is not always inert or insignificant. This further underscores the importance of transparency and careful ingredient sourcing.
Why IMPAC+ Values Transparency
At IMPAC+, we commit to three practical principles in our formulations.
We limit our ingredient lists to what matters most for hydration and performance: sodium, potassium, magnesium, and organic flavoring ingredients such as organic fruit powder and organic stevia. We avoid opaque “natural flavors” entirely. We test our products for purity and contaminants and provide information so individuals concerned with allergens, diet, or sustainability can review it for themselves.
Research and market data consistently show that more people are seeking clean labels and clarity about what’s in their food and drinks. Transparent labeling builds trust and allows individuals to make choices that align with their health needs and personal values. Simply put, it’s much easier to trust and evaluate an ingredient when it’s clearly named and easy to understand.
Ps: Does Avoiding “Natural Flavors” Mean Poor Taste?
No. There are many ways to develop great taste without relying on proprietary chemical blends or excessive sugars. We focus on real fruit ingredients, low-glycemic sweeteners where needed, and scientifically backed electrolyte ratios. This approach allows our products to taste good while still serving their intended function. More importantly, it allows people to use them consistently, which ultimately supports better hydration habits over time.
References
Food and Drug Administration. (2013). Guidance for Industry: Food Labeling Guide. FDA.
Hallagan JB, Hall RL, Drake J. The GRAS provision - The FEMA GRAS program and the safety and regulation of flavors in the United States. Food Chem Toxicol. 2020 Apr;138:111236. doi: 10.1016/j.fct.2020.111236. Epub 2020 Mar 2. PMID: 32135216.
National Institute for Occupational Safety and Health (NIOSH). (2016). Hazard review: Health effects of diacetyl and 2,3-pentanedione. Centers for Disease Control and Prevention.
Eurofins / Ingredion industry reports on transparency and clean-label trends (industry surveys, 2023–2024).