The Real Deal About Artificial Flavours

So let me ask you this: Have you looked at the ingredients on a food label lately? When was the last time you looked at the label of some of those famous brands of processed foods -  cookies, cereals, or junky snack foods?

Do you have those ingredients in your house? Do you even know what all of those ingredients are?  There are a ton of artificial, chemical, junky ingredients in foods these days.  

So if you see an ingredient called "artificial flavour," what exactly is it?

Well, for the most part, it’s a secret! Seriously! Big food companies don’t want their proprietary flavours to be known, so they’re allowed to say artificial flavour and leave the details out.

That alone gets me upset.

Seriously, the things that get hidden behind  the term artificial flavour is pretty frightening. Did you know that some of that vanilla, strawberry and raspberry artificial flavour actual comes from beavers? Not even kidding.  It's called Castoreum and it comes from a gland under their tail...yep, pretty much right beside the beaver's butt. Mmm!

But what makes me more upset is what artificial flavours represent when they're in your food.

So here's the deal...

Why use artificial flavours in a product?

When you make an apple muffin at home, what gives it the apple flavour?  Apples of course! Like real, whole, chopped or shredded apples or applesauce.

But, let’s say you’re a big food company and you’re making thousands of apple muffins every day. In a factory. On an assembly line.

How would you process the huge amount of apples that are to be chopped, grated or made into applesauce? Would you have a separate Apple Room where all the apple processing happens? What if one batch is slightly riper, or tastes slightly different from the rest? Will your customers notice a different taste?

Plus, apples are perishable - they go bad.  So how would you guarantee the apples won't go bad? (Remember the saying "it only takes one bad apple to ruin the whole bunch?").

And what if you can have an apple flavour that tastes better than using real apples? Something that makes people want to keep buying them every week.  It's true - some of the artificial flavours are engineered to give an even better taste than the real food.  Think hyper-palatable and pretty much addictive.

Companies will often opt for the easier and more profitable option like artificial flavours. Artificial flavours last longer and will be virtually identical batch after batch.  In our apple muffin example, artificial flavours used to make an apple muffin are ready to go, so you don't need to peel, cut, or worry about apples going brown, or that they're not tasting                apple-y enough.

Oh, and it’s way cheaper than using real, whole apples.

Pro Tip: If the package says flavoured in the description, then the flavour is artificial. For example, apple muffin contains at least some apple. But, apple flavoured muffin contains artificial flavour and no apple!

Safety of artificial flavours

While there are some flavours banned for use in many countries, other countries allow them. There is an approved list of flavours that are accepted to be safe, and are used by the food industry. They are considered GRAS, or “generally recognized as safe.”

Even if they are 100% safe to ingest, the mere fact that an artificial flavour is in food makes it an artificial food.  It's not a real, whole food. Having an artificial flavour as an ingredient almost defines that food to be a processed, "food-like product." Sometimes referred to as junk.

Artificial flavours in food indicate that the food, regardless of the marketing, or health claims, is not a healthy choice.

Big food companies use artificial flavours to reduce costs, make the manufacturing process simpler, reduce waste and even enhance flavour way beyond what the natural ingredient would taste like.  They are NOT added to improve the healthfulness or nutrition of the food.

Artificial flavours in the ingredient list indicate that the food is not going to optimize your health. These processed foods are most certainly junk. Sorry friends, I know it sucks.  

After minimizing my junk intake I have noticed a big change in my taste buds. So much so, that when I have something processed I have a hard time finishing it as it is always too sweet or too salty. When you eat the processed junk regularly, your taste buds get sensitized to the overly flavoured foods.  That's why a lot of time when you have a comparable, non-processed food it doesn't taste as good. You're so used to having something artifically enhanced, that the natural form just doesn't give you the same satisfaction.  And that's how those big companies get you hooked! But when you cut back, your taste buds will adjust and reset themselves so that you don't need so much sweet, salt and flavouring. And you can actually taste and enjoy the flavours of natural, whole foods.

Ditch the processed stuff and make it yourself. Your body and wallet will thank you.

And now that I've got you thinking about apples, give these apple bars a try!