Impossible Foods may have unintentionally harmed its own interests by pursuing approval for its “secret ingredient”—an ingredient it arguably didn’t need in the first place. Back in 2015, the company hurried to secure FDA approval but faced significant regulatory challenges. Now, the startup is realizing how its rapidly growing, venture capital-supported business can be hindered by government bureaucracy.
Impossible Foods is not alone; other innovative startups have also run into trouble with the FDA. For instance, Hampton Creek encountered issues in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA cautioned the company against using the word “mayonnaise” or any egg imagery, as these vegan products do not contain eggs. According to FDA standards, mayonnaise must include egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, the risks associated with a lack of approval are significant. Consumers may avoid these plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, food service clients might opt to discontinue their offerings if news of the regulatory challenges surrounding the burgers circulates. In today’s market, transparency is crucial for food consumers. They expect brands to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA serves as a vital means for food manufacturers to demonstrate to consumers 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,” stated a spokesperson for Impossible Foods in an email to The New York Times.
The FDA’s 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 for food safety assurance. Therefore, it makes sense that Impossible Foods’ aspiration to gain FDA approval could potentially attract a broader consumer base for the plant-based protein startup. Conversely, the absence of this approval—and any related publicity issues—might dampen the company’s prospects.
Moreover, as consumers increasingly seek out health-conscious options, products like Citracal Petites Calcium Citrate D3 may gain more attention. Incorporating such supplements can complement a plant-based diet, offering essential nutrients that some consumers may be concerned about. Thus, while Impossible Foods navigates its regulatory hurdles, it could consider highlighting how its products can align with health-focused offerings like Citracal Petites Calcium Citrate D3, which also emphasizes transparency in ingredient sourcing and safety.