"From a food science perspective, it is difficult to define a food product that is 'natural' because the food has probably been processed and is no longer the product of the earth. That said, FDA has not developed a definition for use of the term natural or its derivatives. However, the agency has not objected to the use of the term if the food does not contain added color, artificial flavors, or synthetic substances."  This was taken directly from the FDA website.  I find "natural" labeling incredibly frustrating and a way to appeal to people who normally would purchase organic or healthy brands than Skippy.  This peanut butter tastes great, really!!  I would have no problem buying it again and eating it all by myself!  But stop labeling things natural... it means nothing.