I've read that white filament is a lot more brittle, because the pigment percentage is close to 50 %, e.g. black filament it's only around 8 %. I was therefore wondering if 'natural' colored filament, which has a somewhat ivory appearance, is also brittle like white filament.
Maybe the color name is a marketing lie or maybe it is really natural colored and there has slim to no pigment in the filament. Making it therefore less brittle. Since the color is closer to white than black I would guess the first one but I would love to be certain.