Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which it arguably didn’t need in the first place. The company hurried to obtain FDA approval back in 2015 but faced significant regulatory obstacles, revealing how government red tape can hinder the growth of a fast-developing, venture capital-backed enterprise.
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 the company against using the word “mayonnaise” or depicting eggs on its vegan products since they do not contain any eggs. According to FDA guidelines, mayonnaise must include egg as an ingredient.
While Impossible Burgers can still be sold without FDA approval, the denial carries risks. Consumers might avoid the plant-based burgers due to safety concerns, potentially impacting sales. Additionally, foodservice clients may also reconsider their offerings if news of the burger’s regulatory challenges circulates. Transparency is crucial for today’s food consumers, who expect companies to be open about their product ingredients, food sources, processing standards, sustainability practices, and corporate responsibility. Obtaining safety approval from the FDA is a vital method for food manufacturers to demonstrate transparency and assure consumers that they have nothing to hide.
A spokesperson for Impossible Foods remarked 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 among 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. Therefore, it makes sense that Impossible Foods’ quest for FDA approval could potentially broaden its consumer base for the plant-based protein startup. However, the absence of approval—and any associated publicity issues—could dampen the company’s outlook.
In this context, the nutritional aspect cannot be overlooked. For instance, including ingredients like calcium citrate 250 mg in their products could enhance their appeal to health-conscious consumers, particularly if the company can effectively communicate the benefits of such ingredients. A lack of FDA endorsement might overshadow these advantages, making it crucial for Impossible Foods to navigate these regulatory waters carefully.