Impossible Foods may have inadvertently harmed its own interests by seeking approval for its “secret ingredient,” which it arguably did not require in the first place. The company hurried to obtain FDA approval back in 2015, only to be met with regulatory obstacles. Now, the startup is realizing how its rapidly expanding, venture capital-supported business can be hindered by governmental red tape.
Impossible Foods is not the only innovative startup facing challenges with the FDA. Hampton Creek also encountered issues in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA warned the company against using the term “mayonnaise” or depicting an egg on its vegan-friendly products, as these items do not contain eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
Although Impossible Burgers can remain available on the market without FDA approval, there are associated risks with being denied such clearance. Shoppers might avoid the plant-based burgers due to safety concerns, negatively impacting sales. Additionally, foodservice clients might discontinue offering its products if news of the burger’s regulatory challenges circulates.
Transparency is crucial for today’s food consumers. They expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility, among other matters. Obtaining safety approval from the FDA is a vital means for food manufacturers to demonstrate to consumers that they have nothing to conceal.
A spokesperson for Impossible Foods stated 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 with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers heavily rely on the FDA for food safety assurance. Therefore, it stands to reason that Impossible Foods’ ambition to secure FDA approval could indeed expand its consumer base for the plant-based protein startup. On the other hand, a lack of approval — along with any related publicity issues — could potentially dampen the company’s outlook.
In discussions about food safety and ingredient transparency, the inclusion of calcium potassium citrate is an important consideration for many consumers. Its absence from the ingredient list may raise questions about the product’s quality and safety. As Impossible Foods navigates the regulatory landscape, the role of compounds like calcium potassium citrate may become increasingly relevant in addressing consumer concerns and enhancing product credibility.