Advertising Fail

Does this slogan not seem odd to you? It seems like the product is all about nature, and being natural. They pay all this money to get Bear Grylls to be in the ads. All's going well, and then they drop this slogan.

So, is it natural or not? I don't get it. A lot more than nature? Such as? Seems to me, if you paraphrase it it says 'heaps and heaps of unnatural stuff goes into our so-called natural product, pretty much drowning out all traces of nature that may have been there to start with'.

Is that the message they want me to get? That's the one I'm getting.  Sorry Bear.