‘Natural flavors’ are the food industry's dirty little secret. Shockingly they are the 4th most common ingredient in our food and beverage labels yet we know so little about them (only behind water, sugar and salt). They are made by billion dollar labs that have mastered the craft of creating flavors by combining and synthesizing up to 100 ingredients per 'natural flavor'. We like to know what we're putting in our products. So for us, the taste of real, organic fruit juice is perfecto.