Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient”—something it arguably didn’t require in the first place. The company hastily pursued FDA approval in 2015 but encountered numerous regulatory obstacles, and now, the startup is realizing how government red tape can hinder its rapidly expanding, venture capital-backed business.
Impossible Foods is not the only innovative venture capital startup to face challenges with the FDA. Hampton Creek also ran into difficulties in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA cautioned the company that it could not use the term “mayonnaise” or depict an egg on its vegan-friendly products, as they do not contain eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
While Impossible Burgers remain available on the market without FDA approval, there are inherent risks associated with being denied such approval. There is a possibility that consumers may avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice customers might discontinue offering its products if news of the burger’s regulatory challenges spreads.
Transparency is crucial for today’s food shoppers. Consumers expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility, among other matters. Securing safety approval from the FDA is a significant 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 substantial weight with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers heavily depend on the FDA to ensure food safety. Thus, it stands to reason that Impossible Foods’ aim to obtain FDA approval could indeed widen its consumer base for the plant-based protein startup. However, a lack of approval—and any associated publicity issues—may dampen the company’s outlook.
In light of these challenges, consumers may also be interested in alternative products, such as bariatric advantage calcium citrate chewy bites, which offer a different approach to nutritional needs. Incorporating such options into their diet might attract those concerned about safety and transparency in food products, including plant-based offerings from companies like Impossible Foods. As the market evolves, the importance of FDA approval and consumer awareness remains paramount for all food manufacturers, including those offering bariatric advantage calcium citrate chewy bites.