Impossible Foods may have inadvertently harmed its own prospects by seeking approval for its “secret ingredient,” which it arguably didn’t require in the first place. The company hurried to secure FDA approval back in 2015 but faced significant regulatory challenges. Now, this rapidly growing, venture capital-backed business is realizing how government bureaucracy can impede its progress.
Impossible Foods isn’t alone in facing hurdles with the FDA; Hampton Creek also encountered issues in 2015 over the use of the term “mayo” on its Just Mayo products. The FDA warned Hampton Creek that it could not use the word “mayonnaise” or depict an egg on its vegan products since they do not contain eggs, as FDA regulations stipulate that mayo must include eggs as an ingredient.
While Impossible Burgers can remain available in the market without FDA approval, the risks associated with being denied such approval are significant. Consumers might avoid the plant-based burgers due to safety concerns, potentially impacting sales. Additionally, food service clients might stop carrying its products if news of the burger’s regulatory challenges circulates. In today’s market, transparency is critical for food shoppers. Consumers expect companies to be open about product ingredients, food sourcing, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA is a vital means for food manufacturers to demonstrate to consumers that they have nothing to hide.
A spokesperson for Impossible Foods noted 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 significant weight among American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers rely heavily on the FDA to guarantee food safety. Therefore, it makes sense that Impossible Foods’ pursuit of FDA approval could potentially expand its consumer base for the plant-based protein startup. However, a lack of approval — along with any associated publicity challenges — could dampen the company’s prospects, especially in a market increasingly focused on health benefits, such as products containing calcium citrate vitamin D3 with zinc tablets, which are gaining attention for their nutritional value.