Why "Accidentally Vegan" Is a Missed Opportunity
Vegans love OREOs. I know, because I’m vegan, and I love OREOs. But the packaging on “milk’s favorite cookie” doesn’t say anything about being vegan. Why would a brand want to make it harder for me to tell if I can buy its product?
Well, from a product development standpoint, that might seem perfectly reasonable. Maybe the recipe wasn't designed with vegan consumers in mind. Maybe the ingredient list just happened to work out that way. But from a marketing and advertising perspective? That's a missed opportunity.
If your product is plant-based, even unintentionally, why not own it?
The Market Is Bigger Than Many Brands Think
While surveys consistently estimate that fewer than 3% of Americans identify as vegan, plant-based purchasing has become mainstream. According to the Good Food Institute, approximately half of U.S. households purchase plant-based foods, whether for health, environmental concerns, dietary restrictions or simple curiosity.
It sounds like a “duh” statement, but consumers don't have to identify as a vegan to appreciate vegan products. I mean, I buy gluten-free foods without having a gluten sensitivity. Many people are flexitarians, have mixed dietary preferences or are just looking to incorporate more plant-based meals into their routines. Slapping a Certified Vegan badge on your packaging only if you’re targeting "vegan" consumers specifically underestimates your audience who’s already buying your products.
"Accidentally Vegan" Leaves Brand Equity on the Table
When consumers discover your product is vegan before you ever mention it, they're effectively doing your marketing for you.
That's wonderful for organic buzz, but it also means you've surrendered control of the narrative. Instead of clearly communicating your ingredients, production practices or values, you're relying on Reddit threads, TikTok videos and word of mouth to spread the vegan gospel. Those conversations can generate excitement, but they rarely reinforce your broader brand story.
Whether your motivation is sustainability, accessibility, food allergies or simply smart formulation, openly communicating that your product contains no animal ingredients gives consumers another reason to choose your brand.
What About Consumers Who Don't Like "Vegan" Marketing?
Pause. Let’s address the elephant in the room.
Some brands worry that clearly labeling products as “vegan” may alienate consumers who associate the word with sacrifice, niche diets or personal politics. It's an understandable concern, particularly in F&B categories where consumers are more “traditional.”
But marketing isn't an all-or-nothing exercise. Companies don't need to redesign their identity around veganism. Instead, they can position plant-based credentials as one benefit among many. Great taste. Quality ingredients. Sustainability. Inclusive dietary options. Vegan simply becomes another feature—not the headline for every customer.
Vegans know to look for the “contains” section at the end of the ingredient list and for the Certified Vegan logo. We don’t need snacks to scream it from the mountaintops; we’re just asking that the information is made available.
Today's Consumers Expect Transparency
Modern consumers increasingly read labels, research ingredients and make purchasing decisions based on values alongside price and convenience.
Just as brands proudly communicate "non-GMO," "cruelty-free" or "recyclable packaging," highlighting vegan ingredients empowers consumers to make more informed choices in the grocery store. Organizations like the Vegan Awareness Foundation, which administers the Certified Vegan trademark, have helped normalize ingredient transparency across thousands of products. The more clearly you communicate, the less work consumers have to do.
Don’t Change Your Product, Change the Conversation
Perhaps the biggest opportunity isn't attracting vegan consumers, but demonstrating that your brand understands what they care about.
People are increasingly choosing products that align with multiple priorities: taste, convenience, sustainability, health and inclusivity. A vegan product can usually satisfy most of those motivations simultaneously. (I know. OREOs prove that “plant-based” doesn’t necessarily mean “healthy.”)
Calling your product "accidentally vegan" suggests your formulation succeeded by coincidence or that a significant subset of your buyers were an afterthought. Not a great look. Someone selected those ingredients. Someone made those sourcing decisions. Someone intentionally created a product that happens to appeal to a much broader audience than expected. That's a story worth telling.
In short, if your F&B product is plant-based, whether on purpose or by accident, don't let your consumers be the first ones to say it. Own it. Your marketing should be leading the conversation.
Cody H. Owens,
Content Director
Written in collaboration with ChatGPT