The natural flavors that we use are simply dehydrated fruit juice. We know, we know, we are told to avoid “natural flavors” and with good reason. Many of them should be avoided. But, what you may not have been told is that labeling requirements and regulations dictate how we name our ingredients. So, if a company uses dehydrated berry juice for flavoring, it must be listed as Natural Berry Flavor. It stops us from being able to differentiate between cleaner flavor profiles and the ones that most people would avoid. Those words are not always bad, but they often are, so don’t be afraid to ask a company for clarification.