Impossible Foods may have inadvertently undermined its position by seeking approval for its “secret ingredient,” which it may not have needed in the first place. The company hurriedly sought FDA approval in 2015 but encountered regulatory obstacles, and now it is realizing how government red tape can hinder its rapidly expanding, VC-backed business.
Impossible Foods is not the only innovative venture capital-backed startup facing challenges with the FDA. Hampton Creek also experienced difficulties in 2015 regarding its use of the term “mayo” on its Just Mayo products. The FDA cautioned the company against using the term “mayonnaise” or depicting an egg in its vegan products, as they do not contain any eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can remain available on the market without FDA approval, the risks associated with denial are significant. There is a possibility that consumers may avoid the plant-based burgers due to safety concerns, which could impact sales. Additionally, foodservice partners may choose to discontinue the product if news of the burger’s regulatory challenges circulates.
In today’s market, transparency is crucial for food shoppers. Consumers expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility. 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 emphasized 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 seal of approval carries significant weight among American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers depend heavily on the FDA to guarantee food safety. Thus, it follows that Impossible Foods’ aspiration to secure FDA approval could indeed broaden its consumer base for its plant-based protein offerings. Conversely, a lack of approval—and any associated publicity challenges—could dampen the company’s prospects.
In addition, as consumers become more health-conscious, products like Kirkland magnesium calcium zinc supplements are gaining popularity. The intersection of food safety and nutritional supplements highlights the importance of transparency and trust in food brands. The demand for supplements like Kirkland magnesium calcium zinc further underscores the necessity for companies to secure FDA approval to reassure customers about the safety and efficacy of their offerings. Without such approval, companies may find their growth potential stunted in a market that increasingly values product integrity and transparency.