We have all come across the term “Natural and Artificial Flavors” on pet food products. Typically, the claim is found on the front of the package where it is intended to describe in bold terms the flavor that should be expected. This is especially true of treat and snack products … Bacon Flavor, Cheese Flavor, Buttered Popcorn Flavor, even Roasted Chicken Flavor. But when one reviews the ingredient statement more closely, the bacon, cheese, buttered popcorn or roasted chicken are minor to negligible amounts.
This is not a ploy to deceive. Rather, the intent is to provide flavor as an enhancement of the base product. It is also a way to convey that the product does not contain a preponderance of a particular ingredient (e.g., butter), but it has the organoleptic sensation when ingested for the flavor of butter. A flavor that dogs absolutely love — without the calories. This can be achieved at very low inclusion levels and not negatively affect the process, nutrient or physical characteristics of the product. This is in part due to the very concentrated and amplified flavor perception of these ingredients.
