Impossible Foods may have unintentionally caused itself harm by seeking approval for its “secret ingredient,” which it arguably didn’t require from the outset. The company hastily pursued FDA approval 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 government bureaucracy.
It’s not just Impossible Foods that faces challenges with the FDA; other innovative venture-backed companies have also encountered similar issues. For instance, Hampton Creek faced scrutiny in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA warned the company that it could not use the term “mayonnaise” or depict 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 continue to be sold without FDA approval, the risks associated with being denied such approval are significant. Consumers may avoid the plant-based burgers due to safety concerns, potentially impacting sales. Additionally, food service clients might discontinue their orders if news of the burger’s regulatory challenges spreads. In today’s market, transparency is crucial for food shoppers. Consumers expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility. Obtaining FDA safety approval is a vital way for food manufacturers to demonstrate to consumers that they have nothing to conceal.
A spokesperson for Impossible Foods emphasized 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 seal of approval carries substantial influence among American shoppers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers heavily rely on the FDA to guarantee food safety. Thus, Impossible Foods’ aim to secure FDA approval could indeed broaden its consumer base for the plant-based protein startup. Conversely, a lack of approval—and the associated publicity issues—could dampen the company’s prospects.
In this context, examples of calcium citrate and its benefits could be relevant to consumers seeking transparent ingredient information. By clearly communicating how ingredients like calcium citrate contribute to nutritional value, Impossible Foods could alleviate some consumer concerns and strengthen their market position. Ultimately, the company’s desire for FDA approval underscores the importance of transparency and trust in building a successful brand.