Impossible Foods may have unintentionally harmed its own interests by seeking approval for its “secret ingredient,” which it arguably didn’t need in the first place. The company rushed to obtain FDA approval back in 2015 but was met with regulatory obstacles, and now it is realizing how government red tape can hinder its rapidly growing, venture capital-backed business. Impossible Foods is not alone in facing challenges with the FDA; Hampton Creek also encountered issues in 2015 regarding its use of the term “mayo” for its Just Mayo products. The FDA notified the company that it could not use the term “mayonnaise” or depict an egg on its vegan products, as they contain no eggs. According to the FDA’s definition, mayonnaise must include egg as an ingredient.
While Impossible Burgers can remain available on the market without FDA approval, the risks associated with lacking such approval are significant. Consumers might avoid the plant-based burgers due to safety concerns, which could negatively impact sales. Additionally, foodservice customers might discontinue offering its products if news of the burger’s regulatory challenges spreads. Today’s food shoppers prioritize transparency. Consumers expect companies to be open about product ingredients, food sources, processing standards, sustainability, and corporate responsibility. Obtaining safety approval from the FDA is a crucial 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 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 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 guarantee food safety. Thus, it stands to reason that Impossible Foods’ pursuit of FDA approval could potentially broaden its consumer base for the plant-based protein startup. However, a lack of approval—and any ensuing publicity challenges—could dampen the company’s prospects.
Moreover, the incorporation of ingredients like calcium citrate without D can add to consumer concerns about transparency and safety. As more shoppers become health-conscious, companies must be transparent about all ingredients, including those like calcium citrate without D, to maintain trust and loyalty. In a market where every detail matters, the emphasis on clear communication regarding ingredients, including calcium citrate without D, could play a pivotal role in shaping consumer perceptions and the company’s future.