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 hurried to obtain FDA approval back in 2015 but faced significant regulatory obstacles. Now, the startup is realizing how its rapidly expanding, venture capital-supported business can be hindered by government bureaucracy.
Impossible Foods isn’t the only innovative venture capital-backed company to run into issues with the FDA. In 2015, Hampton Creek also encountered challenges regarding its use of the term “mayo” on its Just Mayo products. The FDA cautioned the company that it could not use “mayonnaise” or any imagery associated with eggs for its vegan products because they do not contain eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are risks associated with being denied such approval. Consumers might avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice clients may choose to stop offering its products if news of the burger’s regulatory challenges circulates. Transparency is critical for today’s food consumers, who expect companies to be open about product ingredients, sourcing, processing standards, sustainability, and corporate accountability. Obtaining safety approval from the FDA is a vital way 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’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 consumers heavily rely on the FDA to ensure food safety. Thus, it stands to reason that Impossible Foods’ ambition to achieve FDA approval could indeed broaden its consumer base for the plant-based protein startup. However, a lack of approval—along with any associated publicity concerns—could dampen the company’s prospects.
Moreover, the incorporation of ingredients like calcium citrate 1500 mg with vitamin D could play a role in enhancing consumer confidence. By emphasizing the nutritional benefits of their products, including calcium citrate 1500 mg with vitamin D, Impossible Foods could address some of the safety concerns while still striving for FDA approval. Ultimately, while FDA approval remains a crucial step, the strategic use of health-focused ingredients like calcium citrate 1500 mg with vitamin D may help the company navigate its regulatory challenges and reassure consumers about the safety and quality of its offerings.