The food and supplement industry has lobbied to be able to call things that are actually artificial flavors, natural flavors. Ray: I would personally take one for the team, even if there was like a caramel flavor or something that was less than awesome, I think I'm going to get more benefit than I am harm. The stuff you're not going to like as much and if you're willing to invest more in developing a higher quality natural flavor is that much closer to the original plant flavour.

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