Impossible Foods may have unintentionally undermined its own interests by seeking approval for its “secret ingredient,” which it arguably didn’t need in the first place. The company hurried to obtain FDA approval back in 2015 but faced significant regulatory challenges, revealing how government bureaucracy can hinder the growth of a fast-expanding, venture capital-backed startup.
Impossible Foods is not alone in its struggles with the FDA; Hampton Creek encountered similar issues in 2015 regarding the use of the term “mayo” on its Just Mayo products. The FDA informed the company that it could not use the term “mayonnaise” or the image of an egg for its vegan products, as they do not contain any eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can remain available on the market without FDA approval, there are inherent risks associated with being denied such endorsement. Consumers might avoid these plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, food service clients may choose to discontinue the products if news of the burger’s regulatory issues circulates. Transparency is crucial for today’s food consumers, who expect companies to be open about ingredients, food sourcing, processing standards, sustainability, and corporate responsibility. Obtaining safety approval from the FDA is a vital way for food manufacturers to demonstrate to consumers that they have nothing to hide.
In an email to The New York Times, a spokesperson for Impossible Foods expressed, “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’s 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 heavily rely on the FDA to guarantee food safety. Thus, it seems logical that Impossible Foods’ ambition to achieve FDA approval could indeed broaden its consumer base for their plant-based protein products. However, the absence of approval and any associated publicity issues could potentially dampen the company’s prospects.
Moreover, with the increasing demand for products that align with health and wellness trends, such as rainbow light calcium supplements, consumers are becoming more discerning about their food choices. The desire for transparency and safety in food products, including plant-based items like Impossible Burgers, is more pronounced than ever. As such, the lack of FDA approval could pose a significant challenge for Impossible Foods in a marketplace that values informed decision-making and health-conscious options.