Natural Flavoring Use in a Clean Label World

Originally Published: August 4, 2022
Last Updated: November 22, 2022
Natural Flavoring Use in a Clean Label World-

Natural Flavoring Use in a Clean Label World

Flavor is the primary driver of consumer acceptance and repeated purchase of foods. Or, as Keith Cadwallader, Ph.D., Dept. of Food Science & Human Nutrition, University of Illinois at Urbana-Champaign, succinctly said: “Flavor rules.”

Surprisingly, given such importance, only limited academic research has been focused on flavors. More often, food companies are the leading innovators in this area. Cadwallader went on to delve into the issue and options of flavorings in his Global Food Forums’ 2022 Clean Label Conference presentation, “Considerations in Natural Flavoring Use in a Clean Label World.

Flavor is a complicated, multisensory experience that encompasses taste, odor, texture, appearance, temperature, trigeminal profiles and even sound: potato chips must “crunch.” Odor, however, is the predominant force in flavor, responsible for about 80-95% of the perception of flavor. Most commercial flavorings, therefore, are primarily composed of aroma chemicals.

Defining Clean Labeling and Natural Flavors

While emphasizing that many different definitions exist, Cadwallader outlined what “clean labeling” means to him:

  • A clear, precise label with a shortened ingredient list
  • Packaging, labels and declared ingredients that convey quality, wholesomeness and healthfulness
  • Labeling may indicate what is NOT in the product (“free from GMOs,” “low in sodium,” etc.)
  • Minimally processed

Natural flavors are essential for a clean label product. The U.S. and the EU definitions for natural flavors differ but share considerable overlap. (See sidebar “U.S. and EU Define ‘Natural’ Differently.”)

Plant-sourced flavors, such as extracts, essences and essential oil, are considered clean label, as are flavors derived via fermentation. Even if defined and regulated as natural, consumers may not accept it as a clean label ingredient. For example, liquid smoke is made via a natural process that consumers might view as a chemical processing step.

Other flavors considered natural from a regulatory perspective that may not be viewed as clean label by consumers include GMO technology-derived flavors or flavors obtained from nuts (because of potential allergen concerns). Common natural flavors such as hydrolyzed vegetable protein (HVP) or autolyzed yeast extract (AYE) have technical names, which may make them less acceptable for some.

Hydrolyzed vegetable protein (HVP), autolyzed yeast extract (AYE) or monosodium glutamate (MSG, a key ingredient in HVP and AYE) are added to foods for flavor and taste enhancement but may not be viewed as clean label ingredients. Clean label alternatives to these ingredients include ripe tomatoes and other vegetables, cheese extracts, soy sauce, fish sauce and mushrooms. However, it is essential to consider what other flavors these ingredients may bring to a formulation.

Consumer acceptance may also be improved by using an alternative declaration statement. Cadwallader suggested focusing on specific food names rather than “molecule” names when possible. For example, “hydrolyzed wheat protein” may be more acceptable than “hydrolyzed vegetable protein.”

Despite its long history of safe use and regulatory status as a natural flavor, liquid smoke might not be accepted as a clean label ingredient by some. The same flavor might be obtained in a food while maintaining a clean label by using wholesome ingredients, such as “smoked cheese” or “natural hardwood smoked sugar” to impart smoked flavor instead of liquid smoke. However, it should be noted that smoked ingredients may not be safer than liquid smokes that undergo stringent purification steps to ensure their safety.

Vanilla is the world’s most popular flavor, but its limited supply makes natural vanilla extract very expensive. Vanillin is a crucial compound within natural vanilla extract that replicates much of its flavor, but it is cheaper and can be produced more sustainably.

Cadwallader discussed the pros and cons of various sources of vanillin. Natural vanillin can be obtained from vanilla bean pods, but it is still an expensive product, costing roughly $1,500-4,000/kg. Natural vanillin can also be obtained in good yield from other natural substances, such as ferulic acid (a component of rice bran) or eugenol (derived from cloves) via bioconversion/fermentation. This vanillin is considerably cheaper (>$100/kg) and can be labeled “natural” but may require FDA regulatory approval for the process.

Vanillin also can be chemically synthesized from wood products such as lignin. While this vanillin is much cheaper ($10-15/kg), it must be labeled as “artificial” or “synthetic” vanilla flavoring in the U.S. Ethyl vanillin (which is a compound not found in nature) can also be used, and is very inexpensive, but again must be labeled as artificial vanilla flavoring in the U.S.

Clean label is a dynamic concept driven by consumers. It is as much about what is in the product and what’s not in the product. To help meet the demands of the clean label-conscious consumer, manufacturers have stepped up efforts to produce natural biotech flavors using non-GMO approaches. Changes in clean label flavor uses are likely due to continuously evolving consumer demands, regulatory requirements and industry innovation.

“Considerations in Natural Flavoring Use in a Clean Label World,” Keith Cadwallader, Ph.D., Dept. of Food Science & Human Nutrition, University of Illinois at Urbana-Champaign

Clean Ways to Deal with Challenging Flavors

Flavor is the primary driver of consumer acceptance and repeated purchase of foods. Or, as Keith Cadwallader, Ph.D., Dept. of Food Science & Human Nutrition, University of Illinois at Urbana-Champaign, succinctly said: “Flavor rules.”

Surprisingly, given such importance, only limited academic research has been focused on flavors. More often, food companies are the leading innovators in this area. Cadwallader went on to delve into the issue and options of flavorings in his Global Food Forums’ 2022 Clean Label Conference presentation, “Considerations in Natural Flavoring Use in a Clean Label World.

Flavor is a complicated, multisensory experience that encompasses taste, odor, texture, appearance, temperature, trigeminal profiles and even sound: potato chips must “crunch.” Odor, however, is the predominant force in flavor, responsible for about 80-95% of the perception of flavor. Most commercial flavorings, therefore, are primarily composed of aroma chemicals.

Defining Clean Labeling and Natural Flavors

While emphasizing that many different definitions exist, Cadwallader outlined what “clean labeling” means to him:

  • A clear, precise label with a shortened ingredient list
  • Packaging, labels and declared ingredients that convey quality, wholesomeness and healthfulness
  • Labeling may indicate what is NOT in the product (“free from GMOs,” “low in sodium,” etc.)
  • Minimally processed

Natural flavors are essential for a clean label product. The U.S. and the EU definitions for natural flavors differ but share considerable overlap. (See sidebar “U.S. and EU Define ‘Natural’ Differently.”)

Plant-sourced flavors, such as extracts, essences and essential oil, are considered clean label, as are flavors derived via fermentation. Even if defined and regulated as natural, consumers may not accept it as a clean label ingredient. For example, liquid smoke is made via a natural process that consumers might view as a chemical processing step.

Other flavors considered natural from a regulatory perspective that may not be viewed as clean label by consumers include GMO technology-derived flavors or flavors obtained from nuts (because of potential allergen concerns). Common natural flavors such as hydrolyzed vegetable protein (HVP) or autolyzed yeast extract (AYE) have technical names, which may make them less acceptable for some.

Hydrolyzed vegetable protein (HVP), autolyzed yeast extract (AYE) or monosodium glutamate (MSG, a key ingredient in HVP and AYE) are added to foods for flavor and taste enhancement but may not be viewed as clean label ingredients. Clean label alternatives to these ingredients include ripe tomatoes and other vegetables, cheese extracts, soy sauce, fish sauce and mushrooms. However, it is essential to consider what other flavors these ingredients may bring to a formulation.

Consumer acceptance may also be improved by using an alternative declaration statement. Cadwallader suggested focusing on specific food names rather than “molecule” names when possible. For example, “hydrolyzed wheat protein” may be more acceptable than “hydrolyzed vegetable protein.”

Despite its long history of safe use and regulatory status as a natural flavor, liquid smoke might not be accepted as a clean label ingredient by some. The same flavor might be obtained in a food while maintaining a clean label by using wholesome ingredients, such as “smoked cheese” or “natural hardwood smoked sugar” to impart smoked flavor instead of liquid smoke. However, it should be noted that smoked ingredients may not be safer than liquid smokes that undergo stringent purification steps to ensure their safety.

Vanilla is the world’s most popular flavor, but its limited supply makes natural vanilla extract very expensive. Vanillin is a crucial compound within natural vanilla extract that replicates much of its flavor, but it is cheaper and can be produced more sustainably.

Cadwallader discussed the pros and cons of various sources of vanillin. Natural vanillin can be obtained from vanilla bean pods, but it is still an expensive product, costing roughly $1,500-4,000/kg. Natural vanillin can also be obtained in good yield from other natural substances, such as ferulic acid (a component of rice bran) or eugenol (derived from cloves) via bioconversion/fermentation. This vanillin is considerably cheaper (>$100/kg) and can be labeled “natural” but may require FDA regulatory approval for the process.

Vanillin also can be chemically synthesized from wood products such as lignin. While this vanillin is much cheaper ($10-15/kg), it must be labeled as “artificial” or “synthetic” vanilla flavoring in the U.S. Ethyl vanillin (which is a compound not found in nature) can also be used, and is very inexpensive, but again must be labeled as artificial vanilla flavoring in the U.S.

Clean label is a dynamic concept driven by consumers. It is as much about what is in the product and what’s not in the product. To help meet the demands of the clean label-conscious consumer, manufacturers have stepped up efforts to produce natural biotech flavors using non-GMO approaches. Changes in clean label flavor uses are likely due to continuously evolving consumer demands, regulatory requirements and industry innovation.

“Considerations in Natural Flavoring Use in a Clean Label World,” Keith Cadwallader, Ph.D., Dept. of Food Science & Human Nutrition, University of Illinois at Urbana-Champaign