Why Mirth Uses Organic Fruit Juice Instead of "Natural Flavors"—And Why That Matters

When we set out to create Mirth, we wanted to craft something truly refreshing—not just in taste, but in transparency.. That’s why we use real organic fruit juice instead of the vague and often misleading term "natural flavors."

For too long, consumers have been led to believe that "natural flavors" are a healthier alternative. It sounds wholesome, right? The word "natural" evokes images of fresh fruit, sun-soaked orchards, and clean ingredients. But the reality is far more complicated.

What Are “Natural Flavors” Really?

The FDA defines natural flavors as ingredients derived from plant or animal sources. But here’s the catch: after extraction, companies can chemically process, refine, and enhance these flavors with solvents, preservatives, and additives—many of which don’t have to be disclosed on the label.

That means your favorite "naturally flavored" drinks could contain:
- Propylene glycol (a solvent also used in antifreeze)
- Synthetic preservatives to extend shelf life
- Chemical emulsifiers to stabilize flavors
- Compounds that have nothing to do with the original fruit

All while still being legally called "natural flavors."

Why We Choose Organic Fruit Juice Instead

At Mirth, we don’t believe in shortcuts. We use organic fruit juice because it’s real, straightforward, and delivers the flavor nature intended—without the hidden lab-made extras.

Here’s why that matters:

🍊 It’s Better for Your Body – Organic fruit juice comes packed with natural vitamins, minerals, and phytonutrients. No preservatives, no synthetic solvents—just real fruit.

🌱 It’s Better for the Planet – Organic farming avoids synthetic pesticides and harmful chemicals, leading to healthier soil and less environmental impact.

🚫 No Hidden Ingredients – With Mirth, what you see is what you get. No mystery flavors, no processed additives—just clean, delicious sparkling water with real fruit.

Why Transparency Matters in Food & Beverage

Brands love to market "natural" as a buzzword, but we believe consumers deserve better. That’s why every can of Mirth is made with ingredients you recognize, sourced responsibly, and crafted with integrity.

When you drink Mirth, you’re choosing real ingredients, real flavor, and real transparency. Because the best things in life don’t need to be artificially enhanced.

Feel all the little feels—with ingredients you can trust.