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Ethical brand ratings and accreditation since 2001

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Eat Natural

How ethical is Eat Natural?

Eat Natural is a breakfast cereals brand which has a below-benchmark score on The Good Shopping Guide’s Ethical Breakfast Cereals Ratings Table. Although Eat Natural has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Eat Natural if it applied for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement. Find out more about the ethical issues facing the Breakfast Cereals sector.

What does Eat Natural do?

Eat Natural began 25 years ago when the founders were inspired by a trip to Australia to create simple and natural snack bars. The brand is now owned by Ferrero S.p.A.

In which areas does Eat Natural perform poorly?

Eat Natural was marked down under our criteria for GMO and Palm Oil, as the brand uses both (the palm oil is RSPO) in its products. In recent election cycles, Eat Natural’s parent company, Ferrero, donated over $27K which is above our threshold, so the brand received a middle rating. Eat Natural gets a low score for our Vegetarian criterion due to a lack of certification. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Eat Natural’s record

Eat Natural’s parent company, Ferrero, has faced numerous criticisms in the past relating to poor treatment of its workers and possible use of child labour. Ferrero was also named by Break Free From Plastic as South America’s third worst plastic polluter. In 2022 a complaint was filed against Ferrero relating to E. Coli and Salmonella outbreaks, and Foodwatch France lists seven offences of endangering the lives of others.

In which areas does Eat Natural score well for its ethics?

Eat Natural’s parent company, Ferrero, has a Sustainability Report with targets for carbon emissions and packaging, which also includes evidence of progress, so Eat Natural gets a good score for its Environmental Report.

We found no criticisms of Eat Natural relating to Nuclear, Fossil Fuels, Animal Welfare, or Armaments, so it scores well for these criteria.

How can Eat Natural improve its ethical rating?

The below-benchmark score that Eat Natural is awarded with on The Good Shopping Guide’s Ethical Breakfast Cereals Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Eat Natural has some issues to resolve, including its use of palm oil. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Eat Natural some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels


  • Palm Oil Free



  • Animal Welfare



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


  • Public Record Criticisms+


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating