It always ends up being Pepsi (Naked) vs Coke (Odwalla) doesn't it?

Making decisions based on poorly defined and rather broad terms is a pretty dumbass way to make decisions.

I'm actually mostly surprised at the outcome of the suit. I thought it was pretty well legally established that in terms of marketing, "natural" has no fixed meaning whatsoever. This is actually... kind of heartening?

@2: Maybe gluten helps a person make better decisions.

Eric Schlosser's book Fast Food Nation has a great chapter describing the differences between "natural" and "artificial."

"Natural" does not mean better, or healthier. For example, natural banana flavoring contains traces of cyanide whereas artificial banana flavoring doesn't. Nevertheless, products with "natural" banana flavor will sell for higher prices and people believe it's healthier simply because they don't know any better.

His takeaway is that nothing is "natural." They're all chemicals mixed in labs. All of them. Natural just means the chemists use ingredients that occur in nature instead of being created on the spot.