I have a client who produces patisseries and a large percentage of their products are vegan friendly and always have been but never intentionally that way. We did some research for them and found out that very few of those in the area that had plant based diets knew this was the case as the most visual products were obviously cream or egg heavy.
They started to use a vegan label quite visibly as a catch all for the products as well as include it in marketing materials. Within the first week they started getting a lot of complaints that the quality of the products had decreased because they weren't using animal products any more on those items and sales started to drop, absolutely nothing changed in the manufacturing process and the exact same produce was used. Furthermore they introduced an avocado based truffle but without the label just sold it as a super rich chocolate product and sold out everyday, they put the obvious vegan label on it and sales dropped.
It did work out better in the long run as it got the word out to a group that didn't know there were options available, but we changed how they presented the vegan options to a gold star and placed "vegan options available ask our staff for more information" on the backboard. We also made sure it came up in search engines when vegan, vegetarian and plant-based was input for those in the local area. All complaints stopped. Funny thing is the sales of those with the gold star increased well above what was predicted because the gold star gave many people the impression it was a better product.