…..including “beaver butt”, or crushed bugs.
Sorry about the shock value but it’s true, it could be either of these, or literally anything the product manufacturer can “sneak in” to your product . Let me digress a second.
I don’t drink soda anymore, except for the incredibly great tasting Izze Soda, made from fruit juice, carbonated water, and a few other acceptable miscellaneous ingredients. However, it’s this miscellaneous ingredient called “natural flavor” on the label that has me obsessed.
I’m meticulous about the ingredients in all my food, and researching what this “natural flavor” thingie-gingie is seems to be taking me into a dark abyss…….and I have no idea how deep this rabbit hole goes.
I have been a big fan of Izze Soda (off an on) but it contains this mystery ingredient, called "natural flavors"…..
Ingredients of an Izze Product: Pure juice from apple, grape, pineapple, lemon, pomegranate, cranberry, and acerola juice concentrates, sparkling water, carrot juice (for color), blueberry juice (color), natural flavors
Izze's website (actually Pepsico, which Izze is now owned by) gives this definition: Natural Flavor: A natural flavor is a flavor that is derived from a natural substance such as a fruit or fruit juice, spice, vegetable or herb. The term natural flavor is defined by the FDA, and all of our natural flavors meet this definition.
This is what Title 21, Section 101, part 22 of the Code of Federal Regulations says:
”The term natural flavor or natural flavoring means the essential oil, oleoresin, essence or extractive, protein hydrolysate, distillate, or any product of roasting, heating or enzymolysis, which contains the flavoring constituents derived from a spice, fruit or fruit juice, vegetable or vegetable juice, edible yeast, herb, bark, bud, root, leaf or similar plant material, meat, seafood, poultry, eggs, dairy products, or fermentation products thereof, whose significant function in food is flavoring rather than nutritional.“
…thus, their definition goes beyond "plants and herbs" to seemingly allow for just about anything 🙁
Continuing on to see if someone has cracked this Izze mystery, someone wrote in another blog reply that:
"it could be anything including "castoreum", Castoreum is the dried perineal glands of the beaver contain castoreum — a food additive usually listed as ‘natural flavoring’ in the ingredient list. This food flavoring is extracted from the castor sac scent glands, located between the anus and genitalia, of male and female adult beavers. It has been used for over 80 years in both foods and beverages as a vanilla, raspberry and strawberry flavoring. The FDA says it’s GRAS, meaning it’s “generally recognized as safe.” You won’t see this one on the food label because it’s generally listed as “natural flavoring." ”
…I'm not accusing Izze of using castoreum as its natural flavor, I have been Izze's biggest supporter, one of the few acceptable mainstream drinks I recommend for those trying to break free of the Coke and Pepsi, but still enjoy their soda, but there is such a red flag here that literally no one seems to know what that natural flavor in Izze actually is. And I'm more afraid of what I don't know than what I know.
I sometimes go by the "exclude" theory, in that, if you can't figure out what something is, then establish what it "isn't". What it "isn't" I'm sure is not a natural miracle plant, known to science for thousands of years for curing cancer, diabetes and so forth. How do I know that? Cause for sure, if it were that miracle plant, they would be boldly professing that ingredient.
F.Y.I., a blog is a person's mind placed on "cyber canvas", and this is how my mind thinks, be it exaggerated or realistic, but I think a little paranoia is healthy……..
Have also read that crushed bugs are used as an artificial sweetener, don't know if true, maybe don't wanna know.
In the end, for the time being I still recommend Izze soda in several places in my blog, but I had to add this disclaimer about the “natural flavors”. Personally I’m gonna hold off on drinking Izze (for the fifth time) until I find out what the hell "natural flavor" is. But, the fact that absolutely no one on can give me an answer to me is a big warning flag.
I’m pretty squeamish in some things, and if I were to find out that that natural flavor is secretions from the anus of a beaver, then I will probably have a response like Jim Carey in Ace Ventura, Pet Detective, when he realized he kissed a man, you know, bleaching out his mouth, showering with scalding hot shower, and all the rest.
……it makes me wanna “holla”, the way they try to deceive us with our food supply sometimes