The chocolate and its ingredients is natural but the fruit filling isn't except for the pearl juice powder. No real Pomegranate flavor yet still found the fruit centers deliciously sweet and tangy, a good pairing with the dark chocolate coating. I don't understand why mineral oil was used instead of a plant oil so more room for improvement for this brand that has Natural in their title. I will say the name brand tricked me from spotting what I should've noticed. Was searching for Brookside brand but couldn't find it