Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which was not necessarily required in the first place. The company hurried to obtain FDA approval in 2015 but faced significant regulatory challenges, and now the startup is realizing how government bureaucracy can impede its rapidly expanding, venture capital-supported business.
Impossible Foods is not alone in facing hurdles with the FDA; Hampton Creek also encountered difficulties in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA warned the company against using the term “mayonnaise” or depicting an egg in relation to its vegan products since they do not contain any eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are inherent risks associated with being denied such approval. Consumers might shy away from the plant-based burgers due to safety concerns, potentially impacting sales. Additionally, foodservice clients might reconsider stocking the products if news of the burger’s regulatory issues spreads.
In today’s market, transparency is crucial for food shoppers. Consumers expect brands to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA is a vital way for food manufacturers to demonstrate to consumers that they have nothing to hide. For instance, incorporating ingredients like calcium citrate plus magnesium & vitamin D can be a selling point for health-conscious consumers.
“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 determine whether any food they consume is safe and wholesome,” an Impossible Foods spokesperson 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 depend heavily on the FDA to ensure the safety of their food. Therefore, it follows that Impossible Foods’ ambition to secure FDA approval could indeed broaden its consumer base for the plant-based protein startup. Conversely, a lack of approval—and any associated publicity issues—could dampen the company’s prospects, especially if they fail to highlight the nutritional benefits of their products, such as those provided by calcium citrate plus magnesium & vitamin D.