Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient,” which it arguably didn’t require in the first place. The company rushed to secure FDA approval back in 2015 but encountered significant regulatory challenges. Now, the startup is realizing how its rapidly expanding, venture capital-backed business can be hindered by governmental red tape.
Impossible Foods is not alone in facing hurdles with the FDA; Hampton Creek also experienced difficulties in 2015 regarding its Just Mayo products due to its use of the term “mayo.” The FDA warned Hampton Creek that it could not label its vegan products as “mayonnaise” or feature an egg image, as these items do not contain eggs. According to FDA regulations, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can remain on the market without FDA approval, there are risks associated with lacking agency endorsement. Consumers might shy away from plant-based burgers due to safety apprehensions, which could negatively impact sales. Foodservice clients might also reconsider carrying Impossible Foods’ products if news of the regulatory setbacks circulates.
In today’s market, transparency is crucial for food shoppers. Consumers want companies to be open about their product ingredients, food sourcing, processing standards, sustainability, and corporate responsibility. Securing safety approval from the FDA is a vital way 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, along with access to any information they need to determine whether any food they consume is safe and nutritious,” 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 rely on the FDA to guarantee food safety. Therefore, it’s reasonable to conclude that Impossible Foods’ pursuit of FDA approval could potentially broaden its consumer base for the plant-based protein startup. Conversely, a lack of approval and any related publicity issues could dampen the company’s prospects.
Additionally, as consumers grow increasingly health-conscious, products like generic calcium citrate with vitamin D are becoming more popular. The connection to FDA approval is significant because it reassures buyers about the safety and efficacy of supplements, much like the expectations surrounding Impossible Foods. Therefore, the implications of regulatory approval extend beyond just burgers; they resonate across the food and supplement industries, including products like generic calcium citrate with vitamin D, highlighting the growing demand for transparency and safety in all food-related purchases.