To promote your vegan cupcakes as vegan or not?

That is the question, also asked of other baked goods, by The Wall Street Journal in "Is That Cupcake Vegan Or Just Butter- and Egg-Free?" Excerpt:

BabyCakes NYC bakery specializes in vegan and gluten-free pastries and advertises that on its website. But inside its New York store, "I didn't put signs up that it was a vegan bakery. I didn't want to repel anyone," says owner Erin McKenna.

On a recent afternoon, Ms. McKenna, wearing a 1960s-style miniskirted uniform, demonstrated baking techniques in the kitchen, coagulating soy milk with cider vinegar and stirring it into red velvet cake batter. Customers studied the shop's pink cupcakes and chocolate whoopee pies. BabyCakes, which has outlets in Los Angeles and at Disney World in Orlando, had $1.8 million in sales last year...

Some conventional bakers and chefs agree. Candace Nelson, owner of 10 Sprinkles Cupcakes bakeries, says she and fellow judges on the "Cupcake Wars" series were surprised to find themselves naming vegan bakers episode winners in two consecutive seasons. "We were all like, wow, they're really good," she says.