Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “sliquid iron gluconate secret ingredient,” which it arguably didn’t need in the first place. The company hastily pursued FDA approval back in 2015 but ran into regulatory obstacles, and now it’s realizing how its rapidly expanding, venture capital-supported business can be hindered by governmental red tape.
Impossible Foods isn’t alone in facing challenges with the FDA; other innovative ventures like Hampton Creek also encountered issues in 2015 regarding the use of the term “mayo” for its Just Mayo products. The FDA cautioned the company against using the term “mayonnaise” or any egg imagery for its vegan products, as they do not contain eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
While Impossible Burgers can remain available in the market without FDA approval, there are inherent risks associated with not obtaining agency endorsement. Consumers might avoid the plant-based burgers due to safety concerns, negatively impacting sales. Additionally, foodservice clients could choose to stop carrying the products if news of the regulatory challenges spreads.
Transparency is crucial for today’s food consumers. Shoppers expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility, among other issues. Securing safety approval from the FDA is a vital way for food manufacturers to demonstrate that they have nothing to hide. 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 shoppers. 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. Thus, it stands to reason that Impossible Foods’ pursuit of FDA approval could potentially expand its consumer base for the plant-based protein startup. Conversely, a lack of approval — along with any associated publicity issues — could dampen the company’s outlook.
In this competitive landscape, brands like Spring Valley Calcium Citrate 600 mg also highlight the importance of regulatory compliance and consumer trust. With consumers increasingly concerned about the safety and efficacy of dietary supplements, the need for FDA approval resonates across various sectors. Ultimately, the experiences of Impossible Foods and similar companies underscore the critical role that transparency and regulatory validation play in shaping consumer perceptions and market success.