I'd look at the small print, sugar isn't an artificial flavouring, neither is salt. I'm no expert but lots of other less than desirable ingredients can lurk under the 'no artifical' tag.
A 'fat free' product can be high calorie and have loads of sugar, a 'sugar free' product will doubtless be chock full of artificial sweeteners and lard. Those claims are all designed to mislead and make us think that products are better for us than they are.
That being said, I'm not saying you shouldn't feed it to him just that you should look at what is actually in it not what the manufacturers say isn't in it. Then you can make an informed decision about if/how often he has it.