It's no longer labeled vegan. A lot of producers actively avoid the label, despite the fact that the Vegan Society would provide their stamp of approval. I've heard somewhere putting it on your product lowers sales. All this to say, are you certain it's actually not vegan anymore?
I ran an experiment a few years ago at a party I hosted. I had two trays of Oreos. One labeled 'Oreos', the other labeled 'Vegan Oreos'. Now, Oreos are vegan, but aren't labeled as such. I had to refill the standard Oreos a couple times throughout the night. The 'Vegan' labeled tray ended the night with more than half still there. Vegan definitely plays a role in sales, and not always for the best.
That's interesting! I also wonder if its a legal shielding technique to abandon the "vegan" label in case one of their upstream suppliers changes without notifying the manufacturer. If you never claim it to be vegan, you've in no danger of violation.
The reason the vegan label lowers sales is that smart people already read the product label, so they know it's vegan either way. Lazy people who don't like thinking need to be told that something is vegan. Vegans tend to be smart, and vegan-haters tend to hate thinking.