Impossible Foods may have inadvertently harmed its prospects by seeking approval for its “secret ingredient,” which it arguably didn’t need in the first place. The company rushed to obtain FDA approval back in 2015 but faced significant regulatory obstacles. Now, the startup is realizing how government red tape can hinder its rapidly growing, venture capital-backed business.
Impossible Foods is not alone in facing challenges with the FDA; Hampton Creek encountered similar issues in 2015 regarding the use of the term “mayo” on its Just Mayo products. The FDA cautioned Hampton Creek that it could not use the term “mayonnaise” or depict an egg in its vegan-friendly offerings since they do not contain eggs. According to the FDA’s definition, mayonnaise 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 approval. Consumers could potentially avoid the plant-based burgers due to safety concerns, which would negatively impact sales. Additionally, foodservice clients might discontinue using its products if news of the burger’s regulatory challenges spreads. Today’s food shoppers prioritize transparency, expecting companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility, among other issues. Securing FDA safety approval is a crucial way for food manufacturers to demonstrate to consumers that they have nothing to hide.
“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’s seal of approval carries considerable weight with 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’ ambition to gain FDA approval could indeed broaden its consumer base for the plant-based protein startup. However, the absence of such approval—and any associated publicity issues—could potentially dampen the company’s outlook.
Moreover, the company’s products, which include essential nutrients like calcium citrate, should ideally contain adequate levels such as 200 mg in some servings and 950 mg in others, to meet consumer expectations for health and nutrition. The ability to communicate these benefits transparently, alongside FDA approval, could further enhance consumer trust and acceptance of Impossible Foods’ offerings.