Consumer Federation of America submitted the following petition to the U.S. Food and Drug Administration (FDA) asking the agency to retire the term “natural flavor” from ingredient labeling regulations. The fourth most commonly occurring ingredient on food labels, “natural flavor” is widely misunderstood by consumers, according to survey data. Even more troubling, recent research suggests that it may account for some of the association between ultra-processed food and weight gain, along with other added flavors. As the petition explains, the difference between “natural flavors” and “artificial flavors”—which are often chemically indistinguishable—is much less important than the difference between foods with and without added flavors—whether “natural” or “artificial.” The petition requests that FDA replace the terms “natural flavor” and “natural flavors” with the more accurate, objective terms, “added flavor” and “added flavorings.” A manufacturer seeking to communicate the natural quality of a flavor ingredient would still be able to refer to that ingredient by its common or usual name, e.g. lemon oil, mint extract, etc. The rule change will both help consumers to identify more wholesome, less processed foods, and also create a more level playing field for producers of those foods.