'Natural' is the most-used and least-defined word in food marketing. Doesn't mean healthy, organic, or beneficial. The ingredient list and nutritional values matter more than the marketing terms on packaging.
What 'natural' usually means
Marketing claim with no specific regulatory meaning. Often applied to products with high sugar, sodium, or ultra-processed ingredients. 'Natural flavours' can be highly chemically processed extracts.
What to look for instead
Specific ingredient lists (short, recognisable). Nutritional values that match your goals. 'Organic' (regulated meaning in UK and EU). 'Whole grain' (regulated). Specific sourcing information.
Read labels rather than front-of-pack marketing. Most 'natural' branded foods are no healthier than non-branded equivalents at lower price.