[Coda]

They probably meant "no sugar added" meaning they're relying on the fruit to provide the sweetness on its own instead of adding more. "No sugar added" is... good in theory, but you have to read the label to be sure it's actually meaningful, because sugar is... y'know... sweet. It's entirely possible that the ingredients they used to replace the flavor in the food could be worse for you than just putting in some honey or some cane sugar. Probably not the case here given that you said it was a little bland compared to the usual stuff, but it's not unusual for manufacturers to fix the flavor by adding in more salt or more fat or loading in enough fruit to bring the sugar content up anyway.

Can you tell that the "health" food market has made me exceptionally cynical? There's so much BS flying around in the name of being "good" for you that's really just uncertifiable marketing wank that lets them charge more money for it but that doesn't actually do anything for you. ("Natural" doesn't have a legally defined meaning so you're allowed to put it on anything! "Organic" methods aren't sustainable because they require more land and more labor to produce the same amount of food! All food crops have been genetically modified by humans whether they're lab-manufactured GMOs or not!)