Impossible Foods may have unintentionally harmed its own prospects 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 regulatory obstacles, and now it is realizing how government red tape can impede its rapidly growing, venture capital-backed business.
Impossible Foods isn’t alone in grappling with the FDA; Hampton Creek encountered similar challenges in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA cautioned the company against using the term “mayonnaise” or depicting an egg in connection with its vegan products, as these items lack eggs. According to the FDA’s definition, mayonnaise must contain egg as an ingredient.
While Impossible Burgers can remain available in the market without FDA approval for its ferrous sulfate folic acid tablet oral 100 formulation, the absence of agency endorsement carries risks. Consumers might avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice clients may choose to discontinue carrying the burgers if news of the regulatory setback spreads.
In today’s market, transparency is crucial for food shoppers. Consumers expect brands to be open about product ingredients, sourcing, processing standards, sustainability practices, and corporate responsibility. Securing safety approval from the FDA is a vital method 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 and access to any information they need to decide for themselves whether any food they might consume 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 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 is reasonable to assume that 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 associated publicity issues — could potentially dampen the company’s outlook.
Moreover, the company might want to consider incorporating products like Citracal Maximum, which is known for its quality and safety, as a way to enhance consumer confidence. By ensuring that their ingredients meet rigorous safety standards, Impossible Foods can reassure customers about the integrity of their offerings. Ultimately, the pursuit of FDA approval, alongside a commitment to transparency, could be pivotal for Impossible Foods in navigating the complex regulatory landscape.