What ‘Natural Flavor’ Really Means on a Dog Treat Label

If you’ve ever scanned a dog treat label and seen “natural flavor” listed in the ingredients, you probably assumed it was a good thing—after all, it has the word “natural” in it. But in truth, this term is one of the least transparent and most misleading on pet product packaging.

Let’s decode what “natural flavor” really means and why you should pay attention when you see it.

The Definition of ‘Natural Flavor’

According to the FDA, a natural flavor in pet food is any flavor derived from plant or animal sources—but that’s where the clarity ends.

It can include a wide range of substances such as:

Enzymatically hydrolyzed animal tissue
Rendered meat or poultry digest
Chemical extracts from meat, fish, or plants
Broth concentrates

While technically “natural,” these flavors often undergo heavy processing and are used not for nutrition but to enhance smell or taste—tricking your dog into eating lower-quality food.

Why It’s Used in Dog Treats

Natural flavors are often used to:

Improve palatability of treats with cheap ingredients
Cover up bland or bitter tastes from synthetic vitamins or fillers
Mimic more expensive flavors (like bacon, cheese, or chicken) without actually including those ingredients

In short, it’s a marketing tactic. Instead of using whole, flavorful ingredients, companies rely on flavor enhancers to make treats more appealing—without offering real nutritional value.

The Problem: Vague and Unregulated

Here’s the biggest concern: “natural flavor” is a catch-all term. Companies don’t have to specify:

The source of the flavor
How it was processed
Whether it’s from animal or plant origin
If it contains allergens

That means you could be feeding your dog something they’re allergic to—or something of very poor quality—without knowing it.

Potential Risks of Natural Flavors

Allergic Reactions
Dogs with sensitivities can have reactions to hidden ingredients (especially if the flavor comes from dairy, chicken, or beef).
Digestive Upset
Some natural flavors use meat digests that are hard for dogs to process, leading to gas, bloating, or diarrhea.
False Sense of Healthiness
Many pet parents believe “natural” automatically means “healthy”—but in this case, it’s more about taste than nutrition.

What to Look for Instead

If you’re trying to give your dog the best, avoid vague flavorings and look for treats that:

✅ List real, whole ingredients (like chicken, turkey, blueberries)
✅ Use bone broth, real meat, or actual herbs instead of “natural flavors”
✅ Are limited-ingredient or single-ingredient treats
✅ Clearly identify the flavoring source if any is used

Bonus tip: Brands that use human-grade or USDA-certified ingredients rarely rely on “natural flavors”—because they don’t have to.

How to Decode the Label

Here’s an example of how to spot the difference:

Low-quality label:
Ingredients: corn flour, meat by-product meal, natural flavor, animal fat, artificial color
High-quality label:
Ingredients: chicken, sweet potato, ground flaxseed, bone broth, rosemary extract

See the difference? One leans on mystery flavorings. The other lets the ingredients speak for themselves.

Final Thoughts

“Natural flavor” is one of those terms that seems harmless but can hide a lot. When in doubt, choose treats that are transparent, ingredient-focused, and based on real, recognizable food.

Your dog doesn’t need artificial taste tricks—they deserve the real thing.