Food companies use flavors to improve the taste of their food. Food gets its flavor from one or a combination of the following: 1) from the ingredients themselves (i.e. almond flavor from the real almonds used); 2) from natural flavors (i.e. almond flavor concentrate extracted from real almonds); 3) from artificial flavors (i.e. almond flavor synthesized in a lab by flavor companies). At Nutrient Survival, we do not use artificial flavors. We only use the ingredients themselves and natural flavors for the taste you get. As you might expect artificial flavors are cheap because they are fake. That’s why we don’t use them in our top shelf, premium survival food.