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Natural flavors = unnatural sources
Just because your label claims 'natural flavor' that doesn't mean it came from a tree or soil.
Food manufacturing industry is focused on getting you hooked, addicted and otherwise passionate about their food through the use of chemical flavorings, salt, sugar, and fat.
Food and snack manufacturers want you to have a quick flavor jolt so you will become a repeat customer.
Addiction per se is not their goal and they did not mean to help the American consumer become fatter - they disclaim responsibility for the addiction as a 'side issue' and are now focused on how to make healthier (meaning less salt, sugar and fat) manufactured foods taste better.
The reality is that these flavorings are designed to make poor-value food taste better.
As with high fructose corn syrup claims, the chemical and food industries protest that their products do not create over-addiction to foods = the goal of the consumer "wanting more." The flavorings are even formulated the disappear in intensity to trigger that 'wanting more' desire.