208 - Why “Natural Flavors” Aren’t What You Think and the Return to Real Food

In this episode, I’m joined by Ruston, food scientist at Just Ingredients, and our Director of Product Development, Lindsay, to unpack one of the most confusing and misleading parts of modern food labels: natural flavors.

We break down what “natural flavors” really mean, why they’re so widely used, and how much can legally hide behind that single term. Ruston explains how these flavors are often made up of many components and why they’re designed for consistency, shelf life, and cost rather than true nutrition.

We also share why Just Ingredients chooses to use real food instead, even when it makes formulation far more challenging. From failed batches and clogged machines to last-minute reformulations before launch, this conversation offers a behind-the-scenes look at what it takes to avoid shortcuts. We talk about why flavors like strawberry are especially difficult to work with, the bone broth protein journey, and why real food will never taste exactly the same batch to batch.

Finally, we discuss why real ingredients matter, from preserving nutrients like polyphenols, fiber, and antioxidants to changing our relationship with food. This episode is an honest look at how food is made today, why most companies don’t do it this way, and why we believe the harder path is always worth it.

Guest Bio

Ruston is a chemist by education and a food scientist by profession. He has worked in multiple food and supplement co-manufacturing facilities as an R&D scientist and has extensive experience in formulation, ingredient validation, supplement facts panel verification, and batch corrections for major brands in the industry.

He is deeply familiar with the ways companies use deceptive marketing, hide ingredients, and cut corners. Ruston has also studied analytical testing methods used to validate label claims and ensure product integrity.

At Just Ingredients, Ruston serves as the Quality and Compliance Manager. He oversees and audits our co-manufacturers, protects product quality, and creates scientific substantiation files to ensure our supplement claims are accurate, compliant, and backed by strong research.

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