Natural vegetarian bacon flavor

While traveling last week, I saw this poster for a maple bacon doughnut frozen yogurt.

Ignoring how odd that flavor seems for frozen yogurt, check out the bottom of the poster, which promises "natural vegetarian bacon flavor." I'll let "natural" and "vegetarian" go with "flavor" or "natural" and "bacon" go with "flavor" -- but all four together just doesn't work for me.

I noticed that the sign was gone the next day. Given that I was only in the area for a couple of days, it might have been that the flavor had been there for a while and was now gone. However, I prefer to think that many people reacted similarly to me, so the poster was removed.

Friends have pointed out that bacon bits have no real bacon in them... but would you consider bacon bits to be natural?