Natural Flavor??

I read that "natural flavor" in pet food is the manure of an animal the pet would eat in the wild.

Is this true or is it urban legend

I don't know where you heard that, but I think that would be an urban legend. Are you thinking of animal digest? That isn't manure either. Here's the AAFCO definition:

http://cats.about.com/od/catfoodglos...imaldigest.htm

natural flavoring can be just about anything .. but anything like msg or natural flavor additives

digest is chemically or enzymatically treated " leftovers" adds flavor and if it is the 10th or later ingrediant in a otherwise solid food I would not think too much of it ... other than try to find out if it was chemically treated ( IMHO a big no no