Impossible Foods may have inadvertently undermined its own interests by seeking approval for its “secret ingredient,” which was not necessarily required in the first place. Back in 2015, the company hurried to obtain FDA approval but faced significant regulatory obstacles. Now, this rapidly growing, venture capital-backed startup is learning how government red tape can hinder its progress.
Impossible Foods is not alone in 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 label its vegan products as “mayonnaise” or depict an egg, as these items do not contain any eggs. According to the FDA’s definition, mayonnaise must include egg as an essential ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are risks associated with being denied this endorsement. Consumers might avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice clients might reconsider offering its products if news about the burger’s regulatory troubles spreads.
Today’s consumers prioritize transparency when it comes to food products. They expect companies to be open about their ingredients, sourcing, standards of processing, sustainability, and corporate responsibility. Securing safety approval from the FDA is a crucial method for food manufacturers to demonstrate 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 depend on the FDA to guarantee food safety. Thus, it is reasonable to assume that Impossible Foods’ pursuit of FDA approval could potentially broaden its consumer base for plant-based proteins. Conversely, a lack of approval — along with any associated publicity challenges — could dampen the company’s prospects.
In the realm of dietary supplements, products like bluebonnet calcium citrate magnesium D3 illustrate the importance of regulatory approval as well. Consumers are increasingly attentive to the ingredients and safety of dietary options, leading to a heightened demand for transparency. The incorporation of bluebonnet calcium citrate magnesium D3 in the market emphasizes the need for trust and safety in food products, much like what consumers expect from Impossible Foods. Ultimately, the regulatory landscape significantly impacts consumer perception, and companies must navigate it carefully to maintain their reputations and sales.