Legally, food labeled "natural" does not contain any artificial ingredients, coloring ingredients, or chemical preservatives, and, in the case of meat and poultry, is minimally processed.
The FDA makes no serious effort to control the use of the word "natural" on nutrition labels. Case in point: 7UP boasts that it’s made with “100% Natural Flavors” when, in fact, the soda is sweetened with a decidedly un-natural dose of high fructose corn syrup. “Corn” is natural, but “high fructose corn syrup” is produced using a centrifuge and a series of chemical reactions. Other "natural" abusers include Natural Cheetos, which are made with maltodextrin and disodium phosphate, and “natural advantage” Post Raisin Bran, which bathes its raisins in both sugar and corn syrup. The worst part is, you're likely paying a premium price for common junk food.
I don't care how you package it - Cheetos will NEVER be natural. This is a bit disturbing to me.
info from here