Impossible Foods may have inadvertently harmed its prospects by seeking approval for its “secret ingredient,” which it didn’t necessarily need from the outset. The company hastily pursued FDA approval back in 2015, only to be met with regulatory obstacles. Now, this rapidly growing, VC-backed startup is learning how government red tape can impede its business operations.
Impossible Foods isn’t alone in facing challenges with the FDA; Hampton Creek encountered similar issues in 2015 regarding the use of the term “mayo” for its Just Mayo products. The FDA cautioned the company against using the word “mayonnaise” or depicting an egg in connection with its vegan offerings, as they contain no eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
Although Impossible Burgers can remain available without FDA approval, there are risks associated with being denied such endorsement. Consumers might avoid these plant-based burgers due to safety concerns, potentially affecting sales. Furthermore, foodservice clients might drop the product if news of the burger’s regulatory challenges spreads.
Today’s food shoppers value transparency; they expect companies to be open about ingredients, food sources, processing methods, sustainability, and corporate responsibility. Obtaining safety approval from the FDA is a crucial way for food manufacturers to demonstrate their integrity to consumers. A spokesperson for Impossible Foods stated in an email to The New York Times, “We respect the role the FDA plays in ensuring the safety of our food supply, and we believe the public wants and deserves transparency and access to any information they need to decide for themselves whether any food they might eat is safe and wholesome.”
The FDA’s seal of approval carries significant weight for American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers rely heavily on the FDA to ensure food safety. Thus, it follows that Impossible Foods’ ambition to secure FDA approval could expand its consumer base for the plant-based protein market. However, the absence of approval—and any related publicity issues—could dampen the company’s outlook.
Interestingly, similar to the way consumers seek clarity on ingredients like tums calcium citrate, they also desire assurance in the safety and quality of their food choices. As such, the absence of FDA approval could lead to skepticism about Impossible Foods’ products, much like how some might question the benefits of tums calcium citrate without proper validation.