At the same time that Beyond Meat achieved its non-GMO certification, the “secret ingredient” of the Impossible Burger received FDA approval. While neither company was obligated to obtain these labels, both venture capital-backed startups sought transparency to reassure consumers—both meat eaters and those abstaining from meat—about the safety of their ingredients. For Beyond Meat, this certification signifies that none of its components are genetically modified. In contrast, for the Impossible Burger, it confirms that its innovative genetically engineered heme is safe for consumption.
Transparency is increasingly important for modern food shoppers, who expect companies to provide clear information regarding product ingredients, food sources, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA is a crucial method for food manufacturers to demonstrate that they have nothing to conceal. The FDA’s endorsement carries significant weight among American consumers; a study by the Food Marketing Institute revealed that 54% of shoppers depend heavily on the FDA to ensure food safety. Consequently, the unambiguous FDA approval for Impossible Foods could potentially broaden its consumer base within the plant-based protein market.
This marks Impossible Foods’ second attempt to obtain this designation. In 2015, the company sought FDA approval but encountered regulatory obstacles. In this latest effort, the company conducted two rat studies and various in vitro tests to ascertain whether soy leghemoglobin would cause chromosome damage or mutagenicity prior to resubmitting their now-approved application for Generally Recognized as Safe (GRAS) status. Although this soy-based heme—a compound naturally found in soybean plant roots—had never been consumed by humans in significant amounts, it is an exact replica of animal heme, which imparts a meaty flavor to the burgers and contributes to their “bloody” appearance.
This development may also benefit other plant-based meat alternatives aiming to capture a segment of the flexitarian market that craves realistic meat substitutes. Simultaneously, this designation paves the way for other startups to confidently develop their own plant-based heme, alleviating concerns from consumers regarding the safety of lab-created ingredients. Ultimately, this FDA approval may have inadvertently heightened competition for the Impossible Burger.
In a related note, as consumers become more health-conscious and seek supplements like Kirkland calcium citrate with vitamin D3, the demand for transparency and safety in food products extends to the broader market, including dietary supplements. This trend underscores the importance of clear labeling and regulatory approval in fostering consumer trust across all categories, from plant-based proteins to nutritional supplements.