Bakers are bolstering their positions in the better-for-you sweet goods market. Take Just Desserts, which just launched a line of vegan cupcakes. The San Francisco-based company also offers branded baked goods that are free of many major allergens. “We recently became vegan-certified, further validating our program for the most discerning vegan consumer,” noted Michael Mendes, chief executive officer, Just Desserts. “In addition to being peanut-and tree nut-free, we are now eliminating soy from our bakery and have introduced oatmilk as a cream dairy alternative, and that change has already taken place for our vegan line of products.”
