Wellness - New 95% Formula, no grains

I was at the pet store today and say this. New dog food for Wellness that is 95% meat and grain free. It comes in chicken, beef and venison and I think it was around $2.50 per can.

http://www.oldmotherhubbard.com/wellness/dog_wellness_can_95beef.html

They look good but I don't know why they have to use "natural flavours" when they're supposedly 95% meat.

I noticed that, and I noticed they have a new high protein cat food out too (CORE):
http://www.oldmotherhubbard.com/wellness/cat_wellness_dry_core.html

(They call it grain free, but isn't flaxseed a grain? :shrug: :o :footinmouth: )