How 'natural' are natural flavorings? (and why you won't find them in our bars)

If you've ever flipped over a food package and spotted the phrase “natural flavorings” and thought, "Phew, at least it’s not artificial," you’re not alone. But here’s the thing — “natural flavorings” may sound wholesome, but that label can be surprisingly misleading.

At Sportii Kids, we believe in keeping it real — real food, real ingredients, and real transparency. So let’s break down what’s really going on when companies list “natural flavorings” on the back of a label — and why you won’t find them in our bars.

So… What Are Natural Flavors?

In the U.S., “natural flavors” are legally defined as substances derived from plant or animal sources. That sounds okay at first — until you learn that the process often involves solvents, preservatives, and chemical tweaking that make the final ingredient anything but natural.

In fact, the flavor industry can use over 100 different chemicals to create a single “natural flavor,” and still slap that word “natural” on the front of the pack. Some of these additives don’t even need to be disclosed.

To put it bluntly: it’s a flavor lab project, dressed up in a health halo.

Why It Matters for Kids

Kids don’t need chemical cocktails to enjoy their snacks. Their taste buds are sharp. Their bodies are still developing. And their diets should be fueled by food they can actually recognize — not mystery extracts made to trick the brain into thinking a blueberry walked into the room.

At Sportii Kids, our mission is to make great-tasting, no-added-sugar energy bars that fuel sporty kids — using real ingredients you’d find in your own kitchen. Dates, oats, fruit, seeds, a touch of vanilla… and zero weird science.

Real Ingredients, Real Flavor

We don’t use “natural flavors” because we don’t need to. Want cherry flavor? We use real cherries. Banana? Yep — real bananas. We’d rather have a bar that tastes a little different from batch to batch than one that tastes the same forever thanks to synthetic stand-ins.

Every ingredient in our bars has a purpose. Nothing is there just to trick your tongue.

Summary

“Natural flavors” sound friendly. But they're often just ultra-processed additives in disguise. At Sportii Kids, we say no thanks.

We’re not perfect — but we are committed to keeping our ingredient list short, simple, and honest. Because sporty kids deserve fuel that’s made from food… not factory secrets.

👀 Want to know exactly what’s in our bars? Check out the OUR BARS page of our website — or better yet, sign up to grab a sample, and taste what real flavor actually tastes like.