Vegfuscation

Vegfuscation is a portmanteau combining "vegan" and "obfuscation," referring to the practice of deliberately making vegan products or ingredients appear non-vegan or less overtly vegan than they are. This can manifest in various ways, such as using imagery or branding that evokes traditional non-vegan food items or employing ingredient names that are not immediately recognizable as plant-based.

The motivations behind vegfuscation can differ. Some businesses may adopt this strategy to appeal to a broader consumer base, including those who are curious about plant-based options but may be hesitant about overtly vegan products. The aim is often to normalize vegan alternatives by making them seem more familiar or less "other." This approach can sometimes be seen as a marketing tactic to reduce perceived barriers for consumers exploring flexitarian or plant-forward diets.

Critics of vegfuscation, however, raise concerns about transparency. They argue that this practice can be misleading, potentially deceiving consumers who are actively seeking vegan products for ethical, environmental, or health reasons. The ambiguity created by vegfuscated branding can make it challenging for consumers to make informed choices and may undermine the efforts of brands that are transparent about their vegan status. The debate often centers on the balance between marketing appeal and consumer clarity.