Although they may still contain unwanted starches, our natural kibble diets are a high quality healthy alternative to standard kibble foods. Evolving into a healthy diet can be like climbing a ladder, one step at a time. Better nutrition is relative and unfortunately cost and convenience is a real factor. Generics and grocery store kibbles are at the bottom of the ladder, "premium" are next, "natural" above those. I place canned foods next, as they are high in meat and moisture. Above these are properly home-prepared or commercial raw diets because these are unprocessed, full of moisture and devoid of excessive carbohydrates of which carnivores have no requirement.
"Natural" does not have an agreed upon definition in the pet food world, but generally it means a diet lacking in artificial preservatives such as BHA, BHT, and ethoxyquin. This is a good thing. (Be sure to store natural kibble diets in their original bag.) Manufacturers of these type of dog and cat foods generally know that one or more meat products should appear first on the ingredient list and should be referred to as the specific meat that it is. Most are corn, wheat and soy free, making them less allergenic. Most contain rice, which is gluten-free. Some are grain-free, but remember, there will always need to be a starch to make a kibble. Common alternative complex carbohydrates which all break down into simple sugars are potato and tapioca. The vitamins and minerals are often chelated, which makes them more absorbable than those in grocery store or so-called "premium" diets. There is also no official definition for "premium". Many natural kibble diets add joint support ingredients and omega 3 fatty acid sources and probiotics and prebiotics. I applaud the recognition by these manufacturers that the presence of these nutrients in a diet is very important. However, the effectiveness is questionable relative to the addition of these to food from a fresh source at the time of serving, or in the case of glucosamine, a "medicinal" level is likely not present in a bag of kibble.
There is no perfect diet. A great rule to follow is feed variety. You will minimize the repetition of an excess or deficiency in a given diet by rotating meat protein source within a brand and by changing brands. Each company repeats the same vitamin/mineral blend in each meat version. It's OK to change companies from bag to bag. Mix and change gradually over a few days. You will create a stronger gut by providing variety from day one. You will create food addiction and food sensitivity by repeating the exact same food day after day. Would you eat that way? You know it doesn't make sense!