Natural Flavors allows us to create uniformity and consistency across all our flavors so customers always get the flavor they're expecting. We use natural flavors to avoid using artificial flavors. It's how we "set" each flavor profile with consistency while ensuring all the ingredients are truly natural. Natural Flavors doesn't mean "bad" but they are getting a bad rap right now because highly processed food companies can use this designation to hide solvents and chemicals. Protekt exclusively uses the oils and essence of real fruits. The alternative is using real fruits which introduces a huge amount of flavor variability (different seasons, ripeness, varietals, etc) and food safety concerns that we don't have to contend with using a more stable flavor base.