Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient”—something it arguably didn’t require in the first place. The company hastily pursued FDA approval in 2015 but faced numerous regulatory obstacles, and now the startup is realizing how government red tape can impede its rapidly expanding, venture capital-backed business.
Impossible Foods is not alone in encountering challenges with the FDA; Hampton Creek also ran into trouble in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA cautioned the company against using the term “mayonnaise” or depicting an egg on its vegan products, as they do not contain eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
While Impossible Burgers can remain available on the market without FDA approval, there are inherent risks associated with lacking agency endorsement. Consumers may avoid the plant-based burgers due to safety concerns, potentially impacting sales. Foodservice clients might also discontinue their offerings if news of the burger’s regulatory challenges circulates. In today’s market, transparency is paramount for food shoppers. Consumers expect companies to be open about product ingredients, sources, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA is a crucial way for food manufacturers to demonstrate 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 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 ensure food safety. Therefore, it stands to reason that Impossible Foods’ ambition to secure FDA approval could indeed broaden its consumer base for the plant-based protein startup. However, a lack of approval—and any related publicity concerns—could dampen the company’s outlook.
In this context, it’s worth noting that just as consumers seek transparency in food products, they also look for nutritional benefits, such as those found in calcium citrate with vitamin D chews. These supplements have gained popularity for their health advantages, and the demand for clear information about ingredients is similarly crucial for food products. Ultimately, both categories must navigate the complexities of consumer expectations and regulatory requirements to thrive in a competitive market.