Impossible Foods may have unintentionally undermined its own position by seeking approval for its “secret ingredient,” which it arguably didn’t require in the first place. The company hastily pursued FDA approval in 2015 but encountered significant regulatory challenges. Now, the startup is learning how its rapidly expanding, venture capital-backed business can be hindered by bureaucratic obstacles.
Impossible Foods is not the only innovative venture capital-backed company facing issues with the FDA. Hampton Creek also encountered difficulties in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA cautioned the company that it could not use the term “mayonnaise” or depict an egg in relation to its vegan-friendly products because they lack eggs. According to the FDA’s definition, mayonnaise must contain egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are risks associated with not obtaining such certification. Consumers might shy away from the plant-based burgers due to safety concerns, adversely affecting sales. Additionally, foodservice clients might discontinue carrying its products if news of the burger’s regulatory challenges circulates.
In today’s marketplace, transparency is crucial for food shoppers. Consumers expect companies to be open about ingredients, sourcing, processing standards, sustainability, and corporate responsibility. Securing FDA safety approval is a vital way 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,” a spokesperson for Impossible Foods stated in an email to The New York Times.
The FDA 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 to guarantee food safety. Therefore, it is logical that Impossible Foods’ aspiration to gain FDA approval could indeed broaden its consumer base for its plant-based protein products, including those that celebrate calcium plus 500. However, the absence of such approval—and any associated publicity issues—may dampen the company’s prospects.
Ultimately, as consumer awareness continues to rise, the call for transparency and safety in food products like Impossible Burgers, which may celebrate calcium plus 500, remains paramount. Achieving FDA validation could reinforce consumer confidence and potentially enhance sales, while lingering regulatory uncertainties might inhibit growth and acceptance in the market.