Patter Matters — natural flavors

The energy bar market is crowded, loud, and largely dishonest. Walk the snack aisle at any grocery store and you will find bars that call themselves "real food," "clean," "whole food," and "natural" — often in large type on the front of the package. Turn the bar over. Read the ingredient list. The claims rarely survive contact with the label. This is a guide to what actually distinguishes a whole food energy bar from a product dressed up to look like one. The Standard: What "Whole Food" Actually Means A whole food ingredient is one that exists in nature and...

"Natural flavors" appears on more American food labels than almost any other ingredient. It is the second most common ingredient listed on packaged foods in the United States, trailing only salt. It is in your granola bar, your protein shake, your yogurt, and almost certainly in the energy bar sitting in your bag right now. Most people assume "natural" means something good. It does not. What "Natural Flavors" Actually Means The FDA defines natural flavors as substances derived from plant or animal sources that are used to add flavor to food. The definition sounds reasonable until you look at what...