Impossible Foods may have unintentionally harmed its own interests 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, only to be met with regulatory obstacles. Now, the startup is realizing how its rapidly expanding, venture capital-backed business can be hindered by government bureaucracy.
Impossible Foods isn’t the only innovative startup facing challenges with the FDA; Hampton Creek also encountered issues in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA warned the company against using “mayonnaise” or depicting an egg in its vegan products, as they lack egg as an ingredient. According to the FDA, mayonnaise must contain eggs.
While Impossible Burgers can remain on the market without FDA approval, being denied such approval carries risks. Shoppers may avoid the plant-based burgers due to safety concerns, potentially impacting sales. Additionally, foodservice clients might withdraw its products if news of the burger’s regulatory challenges circulates.
Today’s food consumers prioritize transparency. They expect companies to be open about ingredients, food sources, processing standards, sustainability, and corporate responsibility. Obtaining safety approval from the FDA is a crucial way for food manufacturers to demonstrate to consumers that they have nothing to conceal.
“We respect the FDA’s role in ensuring our food supply’s safety, and we believe the public deserves transparency and access to any information necessary to assess the safety and wholesomeness of their food,” 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’ pursuit of FDA approval could indeed attract a broader consumer base for the plant-based protein startup. However, a lack of approval—and any associated publicity issues—could dampen the company’s prospects.
In light of this, it’s worth considering parallels in the health and wellness sector, such as the growing popularity of calcium citrate supplements. Just as consumers seek assurance regarding food safety through FDA approval, they also look for reliable information on dietary supplements, including calcium citrate options. The emphasis on transparency in both food and supplement industries reflects a broader consumer demand for trustworthy products. Therefore, while Impossible Foods navigates its regulatory journey, the importance of clear communication and credible endorsements remains paramount—whether it’s about plant-based burgers or calcium citrate supplements.