Impossible Foods may have unintentionally harmed its own prospects by pursuing approval for its “secret ingredient” — a component that it arguably didn’t need initially. Back in 2015, the company hurried to secure FDA approval but faced significant regulatory obstacles, and it is now learning how government red tape can impede its rapidly growing, venture capital-backed business.
Impossible Foods is not alone in facing challenges 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 “mayonnaise” or depict an egg on its vegan products since they do not contain any eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are inherent risks associated with not obtaining it. Consumers may shy away from plant-based burgers due to safety apprehensions, which could adversely affect sales. Additionally, foodservice clients might discontinue offering its products if news regarding the burger’s regulatory challenges circulates. In today’s market, transparency is crucial for food shoppers. Consumers expect companies to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility. Obtaining FDA safety approval is a vital means 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 consumers heavily rely on the FDA to guarantee food safety. Thus, it follows that Impossible Foods’ aim to obtain FDA approval could potentially broaden its customer base for plant-based proteins. However, a lack of approval — along with any associated publicity issues — might temper the company’s outlook.
In this context, consumers also seek information about specific ingredients, such as calcium citrate where to buy. Companies that provide clarity about their products and their sourcing will likely gain consumer trust. As Impossible Foods navigates through these regulatory hurdles, ensuring transparency about its ingredients and addressing consumer inquiries about items like calcium citrate where to buy will be essential for maintaining its market position and fostering customer confidence.