Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which it arguably didn’t require in the first place. The company hurried to secure FDA approval in 2015 but faced significant regulatory obstacles. Now, the startup is realizing how government red tape can impede its rapidly growing, venture capital-funded business.
Impossible Foods is not alone in facing challenges with the FDA; Hampton Creek also encountered problems in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA warned Hampton Creek that it could not use the word “mayonnaise” or the image of an egg on its vegan products, as they do not contain eggs. According to the FDA’s definition, mayo must include egg as an ingredient.
While Impossible Burgers can remain available in the market without FDA approval, there are risks associated with being denied such endorsement. Consumers may avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice clients might abandon the products if news of the burger’s regulatory challenges circulates. Today’s food shoppers prioritize transparency, expecting companies to provide clear information about product ingredients, food sources, processing standards, sustainability, and corporate responsibility, among other factors. Obtaining safety approval from the FDA is a crucial means for food manufacturers to demonstrate that they have nothing to hide.
A spokesperson for Impossible Foods expressed 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 among American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers heavily rely on the FDA to ensure food safety. Therefore, it stands to reason that Impossible Foods’ pursuit of FDA approval could indeed broaden its consumer base for the plant-based protein startup. However, the absence of approval, along with any resulting publicity issues, could dampen the company’s outlook.
Interestingly, some of Impossible Foods’ products might include ingredients like calcium citrate and cissus quadrangularis, which are gaining popularity for their potential health benefits. Incorporating these ingredients could enhance the nutritional profile of their offerings. Nonetheless, without FDA approval, the effectiveness of marketing these health attributes could be limited. Ultimately, the combination of transparency and regulatory approval is vital for the company to reassure consumers about the safety and quality of its innovative products, including those that feature calcium citrate and cissus quadrangularis.