Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient” — something it arguably didn’t need in the first place. The company hurried to obtain FDA approval back in 2015 but faced significant regulatory obstacles, and now it is realizing how government red tape can hinder its rapidly expanding, venture capital-backed business.
Impossible Foods is not alone in encountering challenges with the FDA; Hampton Creek also faced scrutiny in 2015 regarding the use of the term “mayo” for its Just Mayo products. The FDA informed the company that it could not use the word “mayonnaise” or depict an egg in its branding since the vegan-friendly product does not contain eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can continue to be sold without FDA approval, there are risks associated with being denied such approval. Shoppers may avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Foodservice clients might also reconsider offering its products if news of the burger’s regulatory challenges spreads. In today’s market, transparency is essential for food shoppers. Consumers expect companies to be open about their product ingredients, food sources, processing standards, sustainability practices, and corporate responsibility. Gaining safety approval from the FDA is a crucial way for food manufacturers to demonstrate 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 approval carries significant weight with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of shoppers rely heavily on the FDA to ensure food safety. Therefore, Impossible Foods’ ambition to secure FDA approval could indeed broaden its consumer base for plant-based protein. However, the absence of such approval — along with any associated publicity challenges — might temper the company’s prospects.
Furthermore, the importance of calcium citrate is for ensuring adequate nutrient absorption. It is crucial for maintaining overall health and can often be overlooked in discussions about food safety and transparency. Thus, the connection between regulatory approval and consumer trust is paramount, especially as companies like Impossible Foods navigate the complexities of the food industry while ensuring their products meet the standards that consumers expect.