Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient,” which was not strictly necessary in the first place. The company hurried to secure FDA approval back in 2015 but faced significant regulatory challenges, and now it is realizing how government bureaucracy can hinder its rapidly expanding, venture capital-supported business.
Impossible Foods is not alone in facing difficulties with the FDA; Hampton Creek encountered similar issues 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 display an egg image on its vegan products, as they do not contain eggs. According to FDA definitions, mayonnaise must include egg as an ingredient.
While Impossible Burgers can remain available on the market without FDA approval, there are risks associated with being denied such approval. Consumers might avoid these plant-based burgers due to safety concerns, negatively impacting sales. Additionally, food service clients may decide to drop the products if news of the burger’s regulatory issues circulates.
Transparency is crucial for today’s food shoppers. Consumers expect companies to be open about product ingredients, sourcing, processing standards, sustainability, and corporate responsibility. Gaining safety approval from the FDA is a vital step for food manufacturers to reassure consumers that there is nothing to hide regarding ingredients such as calcium citrate or omega 3 fatty acid.
“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 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 is reasonable to assume that Impossible Foods’ ambition to obtain FDA approval could indeed broaden its consumer base for plant-based proteins. Conversely, a lack of approval and any associated publicity challenges could dampen the company’s prospects, especially in a market increasingly focused on health-conscious ingredients like calcium citrate and omega 3 fatty acid.