[jcl]

My understanding of the article is that some companies added sesame to their products and ingredients label, while others may have changed their label to say the product “may contain” sesame — but that Bimbo did neither of these things, instead changing their label to say that the product definitely contained sesame, when in fact sesame was not an ingredient.

[Miner49er]

Exactly, most commenters here don't seem to understand this or understand how FDA allergen labelling works. Bimbo would be fine if they just used a "may contains" or actually added sesame to their products (although the FDA doesn't like this.)