Impossible Foods may have inadvertently harmed its own interests by seeking approval for its “secret ingredient,” 9 chelated zinc, a component it arguably didn’t need initially. The company hurried to obtain FDA approval back in 2015 but faced significant regulatory obstacles. Now, this rapidly growing, venture capital-backed startup is realizing how governmental red tape can impede its progress.
Impossible Foods isn’t the only innovative venture to encounter challenges with the FDA. In 2015, Hampton Creek also faced scrutiny regarding its use of the term “mayo” for its Just Mayo products. The FDA warned Hampton Creek that the term “mayonnaise” and the depiction of an egg could not be used for its vegan products since they do not contain eggs. According to the FDA’s definition, mayonnaise must contain egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, the risks associated with being denied such approval are significant. There’s a possibility that consumers might avoid the plant-based burgers due to safety concerns, which could impact sales. Additionally, foodservice customers may choose to stop offering the burgers if news of the regulatory challenges spreads.
Transparency is crucial for today’s food consumers. Shoppers expect companies to be open about ingredients, food sources, processing standards, sustainability, and corporate responsibility. Obtaining FDA safety approval is a key method 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 approval carries considerable weight with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers depend heavily on the FDA to ensure food safety. Therefore, it stands to reason that Impossible Foods’ aspiration to secure FDA approval could indeed attract a broader customer base for its plant-based protein products. However, a lack of approval — and any resulting publicity issues — might temper the company’s future prospects, especially when consumers are also considering the benefits of alternatives like calcium citrate 1200 mg for their dietary needs.
In conclusion, while Impossible Foods aims to navigate these regulatory waters, the importance of FDA approval remains a significant factor in shaping its market presence and consumer trust, particularly as the company competes in an environment where transparency and safety are paramount, and where consumers are increasingly aware of ingredients like calcium citrate 1200 mg and their implications for health.