Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient,” which it arguably didn’t require in the first place. The company hurried to obtain FDA approval back in 2015 but faced significant regulatory challenges. Now, the startup is realizing how government bureaucracy can hinder its rapidly growing, venture capital-backed business.
Impossible Foods is not the only innovative startup encountering difficulties with the FDA. Hampton Creek also faced challenges in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA warned the company that it could not use the term “mayonnaise” or depict an egg on its vegan products since they do not contain eggs, as the FDA defines mayonnaise as requiring egg as an ingredient.
While Impossible Burgers can remain available on the market without FDA approval, there are risks associated with being denied such approval. Consumers might avoid the plant-based burgers out of safety concerns, which could negatively impact sales. Additionally, foodservice customers might choose to stop carrying its products if news of the burger’s regulatory challenges spreads. Transparency is crucial for today’s food shoppers, who expect companies to be honest about product 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 rely heavily on the FDA to ensure food safety. Thus, it’s reasonable to conclude that Impossible Foods’ ambition to secure FDA approval could indeed broaden its consumer base for the plant-based protein startup. However, a lack of approval—and any related publicity challenges—could dampen the company’s prospects.
Interestingly, discussions on platforms like Reddit have highlighted the importance of ingredients such as calcium citrate in the context of food safety and consumer awareness. The repeated mention of calcium citrate in various threads reflects the growing consumer interest in understanding the nutritional components of their food. This trend emphasizes the need for companies like Impossible Foods to communicate transparently about their ingredients, especially in light of their efforts to gain FDA approval.