HYPERFOCUS has natural and artificial flavoring. The reason for this is some of the very expensive and clinically proven Trademarked ingredients we use in our formula are simply hard to mask for good taste. We tried many ways to flavor naturally, but it simply did not meet our standards. We did NOT want to remove these Trademarked ingredients because they make the formula work in vastly superior ways.  We simply decided to make the formula at it's best and let customers make the choice.