Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which was not necessarily essential in the first place. The company hurried to obtain FDA approval back in 2015 but faced significant regulatory obstacles. Now, the startup is realizing how its rapidly expanding, venture capital-backed business can be hindered by government bureaucracy.
Impossible Foods is not the only innovative venture capital-backed startup to run into difficulties with the FDA. Hampton Creek encountered similar issues 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 word “mayonnaise” or depict an egg in connection with its vegan-friendly offerings, as they do not contain eggs. According to FDA guidelines, mayonnaise must include egg as an ingredient.
While Impossible Burgers can legally remain on the market without FDA approval, there are risks associated with lacking agency endorsement. Shoppers may avoid the plant-based burgers due to safety concerns, negatively impacting sales. Additionally, food service clients might reconsider their partnership if the burger’s regulatory challenges become widely known. In today’s market, transparency is paramount for food consumers. They expect companies to be open about product ingredients, food sourcing, processing standards, sustainability, and corporate responsibility.
Gaining safety approval from the FDA 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 among American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers heavily rely on the FDA for food safety assurance. Therefore, it is logical that Impossible Foods’ aspiration to secure FDA approval could indeed broaden its consumer base for plant-based protein products. Conversely, the absence of approval and any related publicity challenges could dampen the company’s outlook.
In this context, it is worth noting that some consumers are increasingly interested in specific ingredients like calcium citrate food, which is often associated with nutritional benefits. As consumers seek out products that are both safe and beneficial, including those fortified with calcium citrate food, the implications of FDA approval become even more significant for companies like Impossible Foods.