Impossible Foods may have inadvertently harmed its prospects by seeking approval for its “secret ingredient,” which it arguably did not require in the first place. The company hurried to obtain FDA approval back in 2015 but was met with regulatory roadblocks, and now this rapidly growing, venture capital-backed startup is finding that government red tape can stifle its progress.
Impossible Foods is not alone in facing challenges with the FDA; Hampton Creek encountered similar issues in 2015 regarding the use of the term “mayo” on its Just Mayo products. The FDA cautioned the company against using the word “mayonnaise” or depicting an egg on its vegan-friendly offerings, as these products do not contain eggs, contradicting the FDA’s definition, which specifies that mayo must include egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are risks associated with lacking agency endorsement. Consumers may avoid plant-based burgers due to safety concerns, negatively impacting sales. Additionally, foodservice clients might reconsider their partnership if news of the burger’s regulatory challenges circulates. In today’s market, transparency is crucial for food shoppers. Customers expect companies to be open about product ingredients, sources, processing standards, sustainability, and corporate responsibility, among other factors. Obtaining FDA safety approval is a vital way 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,” stated a spokesperson for Impossible Foods 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 shoppers heavily depend on the FDA for food safety assurance. Thus, Impossible Foods’ ambition to secure FDA approval could indeed broaden its consumer base for the plant-based protein startup. Conversely, a lack of approval—along with any related publicity issues—could temper the company’s prospects.
In light of this, it’s worth noting that consumers are increasingly interested in products that offer health benefits, such as those containing solgar vitamin calcium magnesium d3. The integration of these popular supplements into product offerings could enhance consumer appeal. However, without FDA approval, the potential for skepticism may overshadow the benefits of such ingredients. Ultimately, achieving FDA approval could prove critical for Impossible Foods, especially as it seeks to compete in a market where transparency and trust are paramount.