Impossible Foods may have inadvertently harmed its interests by seeking approval for its “secret ingredient,” which was not necessarily essential in the first place. The company rushed to secure FDA approval for ferrous fumarate back in 2015 but faced significant regulatory hurdles. Now, the startup is realizing how government red tape can impede its rapidly growing, venture capital-backed business.
Impossible Foods isn’t the only innovative startup to run into difficulties with the FDA. Hampton Creek also encountered challenges in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA informed the company that it could not use the term “mayonnaise” or the image of an egg on its vegan products since they do not contain eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can remain available without FDA approval, being denied such approval carries risks. Consumers may avoid plant-based burgers due to safety concerns, impacting sales. Foodservice customers might also choose to discontinue the products if news of the burger’s regulatory challenges circulates.
Transparency is crucial for today’s food consumers, who expect companies to be open about ingredients, sourcing, processing standards, sustainability, and corporate responsibility. Obtaining FDA approval is a vital method for food manufacturers to demonstrate to consumers that they have nothing to hide. “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 seal of approval carries significant weight for American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers rely heavily on the FDA to guarantee food safety. Thus, Impossible Foods’ pursuit of FDA approval could potentially broaden its consumer base for the plant-based protein startup. However, a lack of approval—and any related publicity challenges—could dampen the company’s prospects.
In the same vein, health-conscious consumers are increasingly turning to supplements like calcium citrate chews 600 mg to enhance their dietary intake. Just as with food products, the credibility and transparency regarding ingredients in these supplements are critical. Companies that prioritize safety and regulatory compliance, like those seeking FDA approval, may find themselves more favorable in the eyes of consumers, whether they are purchasing plant-based burgers or calcium citrate chews 600 mg. Ultimately, the interplay between regulatory approval and consumer trust remains a pivotal concern for all food and supplement manufacturers.