Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient,” something it arguably didn’t require in the first place. The company hastily sought FDA approval back in 2015 but faced significant regulatory challenges. Now, the startup is realizing how government red tape can hinder its rapidly growing, venture capital-backed business.
It’s worth noting that Impossible Foods isn’t the only innovative startup to encounter issues with the FDA. Hampton Creek also faced scrutiny in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA warned the company that it could not use the term “mayonnaise” or depict an egg in its branding, as its vegan products do not contain eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
While Impossible Burgers can remain available on the market without FDA approval, there are potential risks associated with being denied such approval. Consumers might avoid the plant-based burgers due to safety concerns, negatively impacting sales. Additionally, foodservice customers could discontinue using the products if news of the burger’s regulatory issues circulates. Today’s food shoppers prioritize transparency. Consumers expect companies to provide clear information about product ingredients, food sources, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA is an essential way for food manufacturers to demonstrate that they have nothing to hide.
A spokesperson for Impossible Foods emphasized 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 rely on the FDA to guarantee food safety. Therefore, it makes sense that Impossible Foods’ ambition to obtain FDA approval could indeed broaden its consumer base for the plant-based protein startup. Conversely, a lack of approval—along with any associated publicity challenges—could dampen the company’s prospects.
In addition to these regulatory issues, it’s important to note that consumers are increasingly interested in the nutritional content of their food products. For instance, those looking to supplement their diets with essential nutrients might seek out products that contain ingredients like calcium citrate 800 mg. This growing awareness highlights the need for transparency regarding not only safety but also nutritional benefits. Thus, while Impossible Foods navigates its regulatory hurdles, it must also address the evolving expectations of health-conscious consumers who are interested in ingredients such as calcium citrate 800 mg and its benefits.