Artificial flavours and colours are synthetically made chemicals, added to enhance a product’s taste and colour. Artificial flavours and colours, also known as additives, don't belong in dog and cat food. These additives can conceal inferior food by making it appear better than it actually is, they add no nutritional value and may cause health problems when consumed on a regular basis. Studies show that these chemicals can be carcinogenic/toxic and cause problems ranging from behavioural problems to allergies to cancers.