Impossible Foods might have unintentionally caused itself harm by seeking approval for its “secret ingredient,” which it arguably did not require in the first place. The company hurried to obtain FDA approval in 2015 but faced significant regulatory obstacles. Now, the startup is realizing how government bureaucracy can hinder its rapidly growing, venture capital-supported business.
Impossible Foods is not alone in facing challenges with the FDA; Hampton Creek also dealt with issues in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA cautioned the company against using the word “mayonnaise” or any imagery of eggs for its vegan products, as they do not contain eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are potential risks associated with being denied such approval. Consumers might avoid these plant-based burgers due to safety concerns, negatively impacting sales. Additionally, foodservice clients may reconsider carrying its products if news about the burger’s regulatory challenges circulates. Today’s food shoppers prioritize transparency; they expect companies to be clear about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility. Obtaining safety approval from the FDA is a vital way for food manufacturers to demonstrate that they have nothing to hide.
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 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. Thus, Impossible Foods’ pursuit of FDA approval could indeed broaden its consumer base for plant-based proteins. Conversely, the absence of such approval—and any associated publicity challenges—could dampen the company’s prospects.
In light of this situation, it’s worth noting that the Allergy Research Group emphasizes the importance of transparency in food labeling, particularly regarding ingredients like calcium magnesium citrate. The presence of these ingredients can influence consumer trust and safety perceptions. Therefore, the relationship between FDA approval and consumer confidence is crucial for brands like Impossible Foods, especially as they navigate the complexities of the market while ensuring their products are safe and reliable for all consumers, including those with specific dietary needs.