Impossible Foods may have inadvertently hampered its own progress by seeking approval for its “secret ingredient,” which it didn’t initially manage to clarify. The company rushed to obtain FDA approval in 2015 but faced numerous regulatory hurdles, leading to a realization that its rapidly expanding, venture capital-backed business could be constrained by government bureaucracy.
Impossible Foods is not alone in encountering challenges with the FDA; Hampton Creek also faced issues in 2015 regarding the use of the term “mayo” on its Just Mayo products. The FDA warned Hampton Creek that it could not use the term “mayonnaise” or depict an egg on its vegan products, as they do not contain eggs. According to the FDA’s definition, mayonnaise must include eggs as an ingredient.
While Impossible Burgers can remain on the market without FDA approval, there are inherent risks associated with being denied such approval. Consumers might shy away from plant-based burgers due to safety concerns, potentially impacting sales. Food service customers could also reconsider their orders if news of the burger’s regulatory issues spreads.
Transparency is crucial for today’s food consumers, who expect companies to be open about ingredients, food sources, processing standards, sustainability, and corporate responsibility. Securing FDA approval is a vital way for food manufacturers to demonstrate to consumers that they have nothing to hide. A spokesperson for Impossible Foods stated 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’s 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 rely heavily on the FDA to ensure food safety. Therefore, it follows that Impossible Foods’ aspiration to gain FDA approval could indeed broaden its consumer base for the plant-based protein startup. Conversely, a lack of approval—and any associated publicity challenges—could dampen the company’s prospects.
In light of these considerations, it’s essential for Impossible Foods to maintain a clear and informative citracal label on its products. This would help reinforce consumer trust and confidence in their offerings as they navigate the complexities of regulatory approval. The citracal label should clearly communicate the ingredients and safety of the products, as consumers increasingly seek transparency and assurance in their food choices. Thus, while pursuing FDA approval remains a critical goal, prioritizing clear labeling and transparency can also help mitigate the impact of regulatory challenges.