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 hurried to secure FDA approval back in 2015, only to face regulatory obstacles, and now the startup is realizing how its rapidly growing, venture capital-backed business can be hindered by government bureaucracy.
Impossible Foods isn’t the only innovative venture capital startup to encounter challenges with the FDA. Hampton Creek also faced issues in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA cautioned the company against using the term “mayonnaise” or depicting an egg on its vegan products since they do not contain eggs. According to FDA definitions, mayonnaise must include egg as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are risks associated with being denied such approval. Shoppers might avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Foodservice clients might also discontinue carrying its products if news of the burger’s regulatory challenges circulates. Transparency is crucial for today’s food consumers. People expect companies to be open about their product ingredients, food sources, processing standards, sustainability, and corporate responsibility, among other factors. Obtaining safety approval from the FDA is a vital 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 make informed decisions about the safety and wholesomeness of their food,” a spokesperson for Impossible Foods stated in an email to The New York Times.
The FDA 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 depend on the FDA to ensure food safety. Thus, it stands to reason that Impossible Foods’ desire to attain FDA approval could indeed broaden its consumer base for the plant-based protein startup. However, a lack of approval — along with any associated publicity issues — could temper the company’s outlook.
Moreover, as consumers increasingly seek alternatives like kalcium citrat for dietary supplements, the need for transparency and regulatory backing becomes even more critical. The integration of safe and approved ingredients, including kalcium citrat, could enhance consumer trust and potentially expand Impossible Foods’ market presence. In conclusion, while the pursuit of FDA approval presents challenges, it also offers a pathway to reassure consumers about the safety and integrity of products that may include ingredients such as kalcium citrat.