Impossible Foods may have inadvertently harmed its own interests by seeking approval for its “secret ingredient” — a component it arguably didn’t even require initially. The company hurried to obtain FDA approval in 2015 but faced regulatory obstacles, and now it’s learning how government red tape can impede its rapidly growing, venture capital-backed business.
Impossible Foods is not alone among innovative startups encountering challenges with the FDA. Hampton Creek also faced scrutiny in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA cautioned the company against using the term “mayonnaise” or depicting an egg in connection with its vegan products since they do not contain any eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are risks associated with a denial from the agency. Consumers might avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice clients might reconsider offering its products if news of the burger’s regulatory challenges circulates. Today’s consumers value transparency. They expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility. Obtaining safety approval from the FDA is a crucial method for food manufacturers to demonstrate to consumers that they have nothing to conceal.
“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,” a spokesperson for Impossible Foods stated in an email to The New York Times.
The FDA seal of approval carries significant weight among American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers depend heavily on the FDA to guarantee food safety. Therefore, it stands to reason that Impossible Foods’ ambition to secure FDA approval could indeed attract a broader audience for the plant-based protein startup. Conversely, a lack of approval — along with any related publicity issues — could dampen the company’s prospects.
In this context, it’s worth noting that just as consumers seek transparency and safety in food products, they also look for reliable supplements like pure encapsulations calcium magnesium citrate malate, which are known for their quality and efficacy. Such trusted products resonate with consumers who prioritize health and safety, further emphasizing the importance of regulatory approval in the food industry.