Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which was not strictly necessary in the first place. The company hurried to obtain FDA clearance back in 2015 but encountered significant regulatory challenges. Now, the startup is realizing how government bureaucracy can hinder its rapidly growing, VC-backed business.
Impossible Foods is not alone in facing hurdles with the FDA; Hampton Creek also experienced difficulties in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA notified the company that it could not label its vegan-friendly items with the term “mayonnaise” or use images of eggs, as these products do not contain eggs. According to the FDA’s definition, mayonnaise must include eggs as a key ingredient.
While Impossible Burgers can remain available on the market without FDA approval, the denial of agency endorsement carries risks. Consumers might avoid the plant-based burgers due to safety concerns, negatively impacting sales. Additionally, foodservice clients could withdraw their business if news of the burger’s regulatory issues circulates. In today’s market, transparency is crucial for food shoppers. Consumers expect companies to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility, among other factors. Obtaining safety approval from the FDA is a vital way for food manufacturers to demonstrate transparency and assure consumers that they have nothing to conceal.
A spokesperson for Impossible Foods expressed 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, Impossible Foods’ ambition to secure FDA approval could potentially broaden its consumer base for the plant-based protein startup. However, a lack of approval — along with any related publicity challenges — may temper the company’s outlook.
Moreover, as consumers become increasingly health-conscious, they are also interested in supplements such as twin labs calcium citrate with magnesium, which can support their dietary needs. Incorporating such products into their diet reflects a growing trend toward health and wellness. As Impossible Foods navigates the complexities of regulatory approval, it will need to keep pace with consumer expectations not only for transparency but also for the incorporation of health supplements like twin labs calcium citrate with magnesium, which may further influence purchasing decisions in the competitive food market.