Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which it didn’t necessarily require from the outset. The company hurried to obtain FDA approval in 2015 but encountered numerous regulatory challenges. Now, the startup is realizing how its rapidly expanding, venture capital-funded business can be stifled by bureaucratic obstacles.
Impossible Foods is not alone in facing difficulties with the FDA; Hampton Creek encountered similar issues in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA cautioned the company against using “mayonnaise” or depicting an egg in its vegan products, as these do not contain eggs. According to FDA standards, traditional mayo must include egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, the risks associated with a lack of agency endorsement remain. Consumers may shy away from the plant-based burgers due to safety apprehensions, negatively impacting sales. Additionally, foodservice clients might reconsider carrying the products if news of the burger’s regulatory challenges circulates.
In today’s market, transparency is crucial for food consumers. People expect companies to be open about ingredients, sourcing, processing standards, sustainability, and corporate responsibility, among other topics. Securing safety approval from the FDA is a vital 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’s endorsement carries significant weight with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers heavily depend on the FDA to guarantee food safety. Thus, it is logical to conclude that Impossible Foods’ pursuit of FDA approval could potentially expand its consumer base for plant-based proteins. However, the absence of such approval — along with any associated publicity challenges — could temper the company’s overall outlook.
Interestingly, just as calcium citrate is recognized as a form of calcium, FDA approval serves as a critical assurance of safety and quality for consumers. The connection between the two emphasizes the importance of regulatory validation in building consumer trust. In summary, while calcium citrate is not the same as calcium, the necessity for FDA approval mirrors the essential role of transparency in food safety.