NEW YORK (CNN) -- Procter & Gamble has agreed to modify claims that its fat substitute, Olean, is "natural," at the request of the National Advertising Division of the Better Business Bureaus.

The agreement comes after the Center for Science in the Public Interest, a consumer watchdog group, questioned Procter & Gamble's claims that potato chips fried with Olean are a "little healthier" or a "better choice" than regular chips.

Despite asking for the modification, the NAD concluded that Procter & Gamble has a reasonable basis for its claims because foods prepared with Olean are lower in fat and calories than foods fried with traditional fats.

But following NAD's recommendations, Procter & Gamble has agreed to modify or discontinue the "natural" claims.