Impossible Foods may have inadvertently undermined its own interests by seeking approval for its “secret ingredient,” which it arguably didn’t need in the first place. The company hurried to obtain FDA approval back in 2015 but faced numerous regulatory obstacles. Now, this rapidly growing, venture capital-backed enterprise is realizing how its expansion can be hindered by government bureaucracy.
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” on its Just Mayo products. The FDA cautioned the company that it could not use the term “mayonnaise” or depict an egg in connection with its vegan-friendly offerings, as these products do not contain eggs. According to FDA definitions, mayonnaise must include egg as an ingredient.
While Impossible Burgers can still be sold without FDA approval, there are risks associated with not obtaining it. Consumers may shy away from the plant-based burgers due to safety concerns, negatively impacting sales. Additionally, foodservice customers might discontinue offering its products if news of the regulatory hurdles spreads.
In today’s market, transparency is crucial for food shoppers. Consumers expect companies to be open about product ingredients, food sourcing, processing standards, sustainability, and corporate responsibility, among other issues. Securing safety approval from the FDA is a vital way for food manufacturers to demonstrate to consumers that they have nothing to hide.
A spokesperson for Impossible Foods stated in an email to The New York Times, “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.”
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 makes sense that Impossible Foods’ efforts to secure FDA approval could potentially attract a broader consumer audience for its plant-based protein products. Conversely, the absence of approval—and any associated publicity challenges—could dampen the company’s prospects.
In the context of health-conscious consumers, many are now turning to supplements such as cal mag Solaray to support their nutritional needs. This growing trend highlights the importance of transparency and safety in food products, similar to the expectations placed on dietary supplements. As Impossible Foods navigates its regulatory challenges, it must also consider how perceptions of safety and transparency might influence consumer interest in its products, particularly in a market where alternatives like cal mag Solaray are being sought after for added assurance in nutritional quality.