My favorite vendors use natural & organic flavoring. Their not my favorites because of any perceived better health benefits, but I have found the vendors that used these flavorings to have e-liquids with a superior flavor and to be more accurate to the product description.
Check out Dripeez (specialize in fruit flavors), Vaprerite, and Virgin Vapors. I don't claim to like all of their flavors that I've tried, but I have liked the majority of them from these vendors.