Meltdown Over Flour Bakery’s Missing Mascot Prompts PETA Offer: Add Vegan Soft Serve and the Next Swirly Is On Us!

For Immediate Release:
May 7, 2026

Contact:
Nicole Perreira 202-483-7382

With the search for Flour Bakery and Café’s missing mascot, Swirly, heating up, PETA sent a letter today to owner Joanne Chang, with an unconeventional proposal: PETA will donate a replacement for the giant ice cream cone, provided the eatery agrees to add vegan soft serve at all of its locations—which PETA’s new-and-improved Swirly would cheerfully promote with an updated sign.

In the letter, PETA points out that the move would be a sweet deal for cows and customers, given that more and more people are ditching dairy out of concern for the animals, the planet, or their own health—or because they’re one of the millions of Americans who are lactose intolerant. The move would also help Flour Bakery keep up with the competition, as several Boston shops are already offering vegan ice cream—and are currently scooping up all the rewards.

“Flour Bakery is missing out on more than just its mascot, as customers everywhere are clamoring for vegan ice cream that’s kind to cows,” says PETA Founder Ingrid Newkirk. “PETA is eager to help restore Swirly to his rightful place and help Flour Bakery serve up inclusive, dairy-free desserts that would delight compassionate customers.”

Cows make friends and mourn when a loved one dies or when they’re separated from each other, yet in the dairy industry, female cows are forcibly impregnated and have their beloved calves stolen from them so the milk meant to nourish their babies can be sold to humans. Newborn males are routinely slaughtered for veal, while female calves endure the same fate as their mothers until their bodies wear out and they’re sent to slaughter. PETA’s free vegan starter kit—and guide to chains that offer vegan ice cream—can help anyone looking to make the switch.

PETA’s letter to Chang follows.

May 7, 2026

Joanne Chang

Owner

Flour Bakery and Café

Dear Ms. Chang:

Greetings! I’m writing on behalf of People for the Ethical Treatment of Animals—PETA entities have more than 10.4 million members and supporters worldwide, including over 136,000 in Massachusetts—with a sweet, albeit unconeventional, offer: We’d be delighted to donate a replacement Swirly mascot if you agree to add vegan soft serve to all your locations. We’ve even mocked up an updated Swirly design that your customers are sure to melt over.

More consumers than ever are screaming for vegan ice cream, and the global vegan ice cream market is projected to rise to nearly $5 billion by 2033. Between the millions of Americans who are lactose intolerant and families seeking dairy-free options, there’s never been a better time to scoop up this growing demand. By offering delicious vegan soft serve, Flour Bakery and Café could make a meaningful difference for residents, tourists, and families. 

You’d also be joining other Boston-area businesses already serving vegan frozen treats, including New City Microcreamery, FoMu, and Honeycomb Creamery. Today’s vegan soft serve can be every bit as creamy and craveable, thanks to ingredients like oat milk, coconut milk, almond milk, soy milk, and cashew cream. 

We hope you’ll take us up on this idea and help serve up a kinder option for everyone in Boston. Thank you for your conesideration. I look forward to hearing from you.

Very truly yours,  

Ingrid Newkirk 

Founder