Here's the story, though it may be behind the subscription paywall:
http://online.wsj.com/article/SB10001424052970203388804576617533728150892.html
A lot of vegan bakery owners are making great products, but many have found that if they advertise them as "vegan" they lose customers.
I can understand it--it's a hangover from a couple decades in which "healthy foods" that attempted to be remakes of common foods from the SAD diet, only healthy, were at best only healthy and often if not usually terrible tasting (and feeling).
So bakers use more expansive phrases that, if taken together, pretty much define vegan: Dairy-free, egg-free. Meat eaters don't flip out, because they're not "vegan," just don't use stuff people can be allergic to, like eggs and milk. And vegans read labels and know what these phrases mean.
Some bakers don't like the compromise, though, and see not saying their foods are vegan as both surrendering a principle and missing a market.
What do you think?
