Impossible Foods may have unintentionally harmed its prospects by seeking approval for its “secret ingredient,” which it arguably didn’t need in the first place. In 2015, the company hastily pursued FDA approval but encountered significant regulatory hurdles. Now, this rapidly growing, venture capital-backed startup is realizing how government red tape can impede its progress.
Impossible Foods isn’t the only venture capital-backed innovator facing challenges with the FDA. Hampton Creek also ran into trouble 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 any imagery of an egg for its vegan offerings, as those products 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, being denied such approval carries risks. Consumers may avoid the plant-based burgers due to safety concerns, potentially impacting sales. Additionally, foodservice clients might drop Impossible Foods’ products if news of the regulatory setback spreads. In today’s market, transparency is crucial for food shoppers. Consumers increasingly expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility. Securing FDA safety approval is a significant way for food manufacturers to demonstrate to consumers that they have nothing to conceal.
“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 determine whether the food they consume is safe and wholesome,” a spokesperson for Impossible Foods stated in an email to The New York Times.
The FDA seal of approval carries considerable weight with American consumers. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends study, 54% of consumers rely heavily on the FDA for food safety assurance. Thus, it follows that Impossible Foods’ ambition to achieve FDA approval could indeed broaden its consumer base for its plant-based protein offerings. However, a lack of approval — along with any related publicity issues — could temper the company’s outlook.
In light of these challenges, it is also important for Impossible Foods to consider the growing demand for kosher calcium citrate in the market. By integrating such ingredients into their products, they could enhance their appeal to health-conscious and ethically-minded consumers. Emphasizing transparency about all ingredients, including kosher calcium citrate, could further bolster the company’s reputation as it navigates these regulatory challenges.