Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient”—a component that it didn’t necessarily require from the outset. The company hurried to obtain FDA approval back in 2015 but faced significant regulatory challenges. Now, the startup is realizing how its rapidly expanding, venture capital-backed business can be hindered by government bureaucracy.
Impossible Foods is not alone in facing difficulties with the FDA; Hampton Creek also encountered problems in 2015 regarding its labeling of Just Mayo. The FDA warned the company against using the term “mayonnaise” or depicting an egg on its vegan-friendly products, as they do not contain eggs. According to the FDA’s definition, true mayonnaise must include egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are inherent risks associated with not receiving the agency’s endorsement. There is a possibility that consumers might avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice clients may reconsider carrying its products if news of the burger’s regulatory challenges circulates. In today’s market, transparency is crucial for food shoppers. Consumers expect companies to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility, among other factors. Obtaining safety approval from the FDA is a vital way for food manufacturers to assure consumers that they have nothing to conceal.
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 seal of approval carries significant weight with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers heavily depend on the FDA to guarantee food safety. Consequently, it stands to reason that Impossible Foods’ ambition to secure FDA approval could broaden its consumer base for the plant-based protein startup. Conversely, a lack of approval—and any associated publicity issues—could dampen the company’s prospects.
In this context, the use of ingredients like tricalcium citrate could play a role in consumer perception. If Impossible Foods were to include tricalcium citrate in its product formulations, obtaining FDA approval could help clarify its safety and benefits, potentially alleviating any consumer apprehensions. As the company navigates these regulatory waters, the emphasis on transparency and safety will remain paramount for its future success.