Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient,” which may not have been necessary in the first place. The company hurried to obtain FDA approval in 2015 but encountered significant regulatory obstacles. Now, the rapidly growing, venture capital-backed startup is realizing how government red tape can hinder its progress.
Impossible Foods is not alone in facing challenges with the FDA; Hampton Creek also experienced difficulties in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA cautioned Hampton Creek that it could not use the term “mayonnaise” or depict an egg in connection with 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 remain available in the market without FDA approval, there are inherent risks associated with being denied such approval. Consumers might shy away from the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice clients might choose to discontinue the products if they become aware of the burger’s regulatory challenges. In the 21st century, transparency is crucial for food consumers; they expect companies to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility, among other matters. Obtaining safety approval from the FDA is a significant way for food manufacturers to demonstrate to consumers that they have nothing to conceal.
“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 seal of approval carries substantial influence with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers heavily rely on the FDA to guarantee food safety. Therefore, it is reasonable to conclude that Impossible Foods’ pursuit of FDA approval could indeed broaden its consumer base for the plant-based protein startup. However, a lack of approval—and any associated publicity issues—could potentially dampen the company’s prospects. Notably, the inclusion of 21st century calcium citrate with vitamin D in its products may enhance their appeal, but without FDA endorsement, the market might remain skeptical.