Kellogg is facing anger on social-media sites because of complaints that its popular Kashi brand of cold cereals doesn't live up to the company's natural" billing on ads and boxes. The controversy went viral a week ago after a Rhode Island grocer tacked a note to one of his store shelves, telling customers he wouldn't sell the cereal because he found out the brand used genetically engineered, non-organic ingredients. Photos of the note began popping up on Facebook pages and food blogs as some consumers claimed Kellogg was misrepresenting its cereal. The soy in Kashi cereals comes from soybeans that have had a gene inserted to protect the soybeans from the herbicide Roundup, which kills weeds. Kashi has done nothing wrong, says David DeSouza, Kashi general manager. "The FDA has chosen not to regulate the term 'natural,' " he says. The company defines natural as "food that's minimally processed, made with no artificial colors, flavors, preservatives or sweeteners." Kellogg is not misleading people, says Barbara Haumann of the Organic Trade Association in Brattleboro, Vt. Consumers "are totally confused" and don't understand that the only way to get organic food is to buy organic, she says.