Impossible Foods may have unintentionally harmed itself by seeking approval for its “secret ingredient,” which it arguably did not need initially. The company hurried to obtain FDA approval in 2015 but faced significant regulatory obstacles, and now the rapidly growing, VC-backed startup is realizing how government red tape can impede 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 that it could not use the word “mayonnaise” or depict an egg on its vegan products, as they do not contain eggs. According to FDA standards, mayonnaise must include egg as an ingredient.
While Impossible Foods’ burgers can remain on the market without FDA approval, there are risks associated with being denied such approval. Consumers might avoid plant-based burgers due to safety concerns, potentially impacting sales. Additionally, foodservice clients may decide to drop its products if they hear about the regulatory challenges.
Transparency is crucial for today’s food consumers. Buyers expect companies to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility, among other factors. Obtaining safety approval from the FDA is a vital means for food manufacturers to demonstrate to consumers that they have nothing to conceal. A spokesperson for Impossible Foods stated in an email to The New York Times, “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.”
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 guarantee food safety. Therefore, it stands to reason that Impossible Foods’ pursuit of FDA approval could indeed broaden its consumer base for plant-based protein. However, a lack of approval — along with any associated publicity issues — could dampen the company’s prospects.
In a market where products like Citracal Maximum Plus 180 are well-regarded for their transparency and safety, consumers may be more inclined to choose brands that have FDA backing. Consequently, the absence of such endorsement may lead to skepticism among potential buyers, further complicating Impossible Foods’ efforts to capture a larger audience. The desire for FDA approval not only reflects a commitment to safety but also aligns with consumer expectations in a competitive landscape.