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Just Ingredients

Why “Natural Flavors” Aren’t What You Think and the Return to Real Food w/ Ruston

Just Ingredients

Just Ingredients

Health & Fitness

4.92.2K Ratings

🗓️ 19 January 2026

⏱️ 36 minutes

🧾️ Download transcript

Summary

In this episode, I’m joined by Ruston, food scientist at Just Ingredients, and our Director of Product Development, Lindsey, to unpack one of the most confusing and misleading parts of modern food labels: natural flavors. We break down what “natural flavors” really mean, why they’re so widely used, and how much can legally hide behind that single term. Ruston explains how these flavors are often made up of many components and why they’re designed for consistency, shelf life, and cost rather than true nutrition. We also share why Just Ingredients chooses to use real food instead, even when it makes formulation far more challenging. From failed batches and clogged machines to last-minute reformulations before launch, this conversation offers a behind-the-scenes look at what it takes to avoid shortcuts. We talk about why flavors like strawberry are especially difficult to work with, the bone broth protein journey, and why real food will never taste exactly the same batch to batch. Finally, we discuss why real ingredients matter, from preserving nutrients like polyphenols, fiber, and antioxidants to changing our relationship with food. This episode is an honest look at how food is made today, why most companies don’t do it this way, and why we believe the harder path is always worth it. Guest Bio Ruston is a chemist by education and a food scientist by profession. He has worked in multiple food and supplement co-manufacturing facilities as an R&D scientist and has extensive experience in formulation, ingredient validation, supplement facts panel verification, and batch corrections for major brands in the industry. He is deeply familiar with the ways companies use deceptive marketing, hide ingredients, and cut corners. Ruston has also studied analytical testing methods used to validate label claims and ensure product integrity. At Just Ingredients, Ruston serves as the Quality and Compliance Manager. He oversees and audits our co-manufacturers, protects product quality, and creates scientific substantiation files to ensure our supplement claims are accurate, compliant, and backed by strong research. Sponsor Function HealthGet $135 off with code KCALL11 at functionhealth.com More from Just Ingredients Instagram Stories: @just.ingredients Podcast Instagram: @just.ingredients.podcast Facebook Community: Join our group Discover our non-toxic product line: Shop Just Ingredients Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0

Welcome to the Just Ingredients podcast. I'm Karin, and here we dive deep into the journey of healing and wellness.

0:07.6

If you're ready to learn, feel empowered, and take charge of your help, you're in the right place.

0:15.7

Today I'm super excited because on the podcast now, every once in a while, we are going to have co-hosts. And so today,

0:22.7

I have Lindsay with me, who is the director of product development at Just Ingredients, and she is

0:28.1

incredible. And we are both going to ask our incredible food scientist, Rustin, all the things that

0:35.1

you want to know about formulating products. And so thank you, Rustin,

0:39.3

for being here. But tell my audience why you're such an amazing food scientist. Okay, that was

0:44.9

quite the introduction. Thanks, Carl Lynn, and thanks Lindsay for having me. Yeah, what makes me an expert is

0:49.5

just that I have, all my education has been in professional chemistry, organic chemistry, physical

0:55.6

chemistry, but then all of my experience in the workplace has been in food science. I've always

1:00.7

work for co-manufacturers. And with that, you get to know the dirty little secrets. So anything

1:05.4

with powders, supplements, liquids, tinctures, all that stuff, Those are all the things that I'd done in the past

1:12.2

and, you know, helping to bring that here to Just the Grience as well.

1:16.2

Well, you've taught us so much and you know so much that I think we're going to turn this into like

1:20.9

a once a month episode where Rustin comes on and tells us all the dirty secrets behind

1:26.1

making products out there. We'll see how well the audience likes it. But yeah, I'm always willing to come on and share what I know. All right. Well, Lindsay and I have made products for a couple of years now with Justin Greens. And I'm not going to lie, it is a pain in the rear. And it's because we use real food. So you guys are doing it the hard way. We are doing it the hard way. Making food in general is always going to be a tricky thing. You always have to do stability. You always have to wonder about, you know, supply regularity during COVID. The supply chain went crazy. But yeah, when you're using real food, that kind of is just like an FU to the whole food industry. Okay, let's take it back and start with natural flavors. And then we're going to talk about some of our worst products that we've had to make. And there's a lot of them, huh? For sure. Yeah, even more recently. Actually, we should tell them how you and I first met. Karlin and Justin Green's, they were given us the chance to pitch them a couple options. And we knew they wanted a bone broth protein. And to all the listeners out there, go try it. It's amazing. And that's not just from something before formulated it. But when Carlin first came, we were really excited. We were scrambling. The whole R&D team, the sales team. We're trying to get everybody together. Oh, Carlin's actually going to come try this this time. So when she gets there, you know, I'm feeling pretty good because I just

2:37.6

made a bone broth taste like chocolate. And I give it to Carlin. I say, all right, what do you think? She takes a sip. She pauses for a little bit, you know, breathless anticipation. She's like, this tastes like bone broth. And I was like, yeah, yeah,

2:51.5

this is the bone broth that we made for you. She's like, no, no, I wanted to taste like hot chocolate.

2:57.9

And I was like, oh, we got to redo that. All right. Well, let's come back in a couple weeks. We'll

3:02.7

bring in a couple more bone broth suppliers. And yeah, so that was my first interaction with you. Well, because most

3:09.5

bone broth out there tastes like the farm. And I did not want it to taste like the farm.

3:14.4

Absolutely. You could have just been like, wow, this is actually pretty good. This is better than

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