Better Brew beer kits are made from the best liquid malt extract from several different manufacturers around the world. The manufacturers have picked the best extract for each kit and, rather than settling for the usual "one for all" yeast strain, they've used genuine professional brewers yeast strains. So the wheat beer kit uses a genuine wheat strain, the different ales and bitters in the range contains different strains according to style and the lagers contain a particularly neutral strain. There are no colourings at all in the Better Brew kits, neither caramel (which if used has to show on the ingredients list) nor malt colourings (which don't need to be declared). All colour in the Better Brew range is derived from the malt itself. It won't get any more natural than this.
The Better Brew range of kits come in DOY packaging (standing up plastic pouches). This allows different weights, so more malt in the dark ales, is better for handling, gives a lower carbon footprint than using metal cans, reduces packaging costs, allowing better quality ingredients to be used.