In simple unbiased terms, the product ingredients state that the product contains:
- coffee, and
- added flavor.
They indirectly state that the main coffee ingredient has been diluted, as coffee is listed as "coffee (filtered water, coffee extract)". This could be to assist in controlling the strength of the brew that they use. In terms of caffeine content, there is not enough evidence to suggest that this coffee extract used will have less or more caffeine than a normal cup of coffee.
The next point is the natural flavor (with natural coffee flavor). It is possible to chemically engineer flavors using raw chemical compounds, such as strawberry and banana. These are called "ethers" and the manufacture and chemical composition of these are controlled by the regulatory body in your country. The natural coffee flavor comment is vague, as it could mean either "flavor extracted from coffee" or "flavor made from naturally occurring substances". This could be an email you can send to the product manufacturer, from where they might give you more information and free samples :-)
Its safe to say that the company put some quality control on their product; however, to answer your question,
Coffee extract is the compound extracted from coffee beans, This includes flavor, oils and caffeine.
Coffee is a beverage that is made from a combination of ingredients, with coffee extract as the main ingredient), or 100% coffee extract.