Is That Cupcake Vegan or Just Butter- and Egg-Free?

 

 

When Jennie Scheinbach opened Pattycake Vegan Bakery in Columbus, Ohio, in 2006, her idea was to “be political, and to say, ‘hey, this is vegan and it’s good.’”

The plan collapsed like an egg-free souffle. She says that while Columbus’s tiny population of hard-core vegans loved her pastries, others who wandered into the store refused to even try them. She removed “vegan” from her company name, signs and logos three years ago, and has been gradually eliminating it from her Web presence. Business has steadily grown ever since, she says.

via WSJ.com.