Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which it arguably did not need in the first place. The company hurried to obtain FDA approval back in 2015 but encountered regulatory obstacles, revealing how government bureaucracy can impede the growth of a fast-expanding, venture capital-backed business. Impossible Foods is not the only innovative startup facing challenges with the FDA; Hampton Creek also ran into issues in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA cautioned the company against using the word “mayonnaise” or any egg imagery for its vegan products, as they do not contain eggs, which are a requisite ingredient according to the FDA’s definition.
While Impossible Burgers can stay on the market without FDA approval, there are inherent risks associated with the agency’s denial. Consumers may avoid the plant-based burgers due to safety concerns, potentially hurting sales. Additionally, foodservice clients might reconsider their partnership with the brand if news of the burger’s regulatory challenges spreads. In today’s market, transparency is crucial for food shoppers; they expect companies to be open about ingredients, sources, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA is a vital 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,” a spokesperson for Impossible Foods stated in an email to The New York Times. The FDA’s seal of approval carries significant weight 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 ensure food safety. Thus, it is reasonable to assume that Impossible Foods’ ambition to secure FDA approval could broaden its consumer base for the plant-based protein startup. Conversely, the absence of approval — along with any associated publicity challenges — could dampen the company’s outlook.
In the realm of health foods, brands like Citracal Petites are also navigating consumer expectations for transparency and safety. Just as Citracal Petites focuses on delivering essential nutrients clearly and understandably, Impossible Foods aims to reassure consumers about the safety and wholesomeness of its products. The connection between consumer trust and FDA approval is evident, and both companies must work diligently to maintain that trust in a competitive market.