As our global food systems face increasing pressure to become more sustainable, innovative solutions are taking shape across Europe—and some of them may already be on your plate. But what exactly are novel foods, and how ready are we, as consumers, to welcome them into our daily diets?

What Are Novel Foods?

In the European Union, novel foods refer to products that were not widely consumed before May 15, 1997, when the first regulation on this category came into force. This category includes newly developed foods, those produced using innovative technologies or processes, and foods traditionally eaten outside the EU. Whether it’s plant-based alternatives, fermentation-derived proteins, or foods made through more sustainable methods, novel foods reflect a growing shift toward a healthier, more resilient food system. To enter the EU market, these foods must meet strict requirements: they must be safe for consumers, clearly and accurately labelled to avoid confusion, and, if replacing an existing food, they must not be nutritionally inferior. Every novel food also requires pre-market authorisation based on a scientific safety assessment.

Why They Matter

These innovations have the potential to offer multiple benefits. They often require fewer environmental resources, can be nutritionally rich, and may help ensure food security by being adaptable to a wide range of production settings. But despite the promising science behind them, the real test lies in the public’s willingness to embrace them. If people are hesitant or unwilling to try these new options, their broader societal impact could be limited.

The Role of Consumer Perception

It’s not just about what the food is made of—it’s also about how people feel about it. Our food choices are influenced by a complex mix of emotions, cultural norms, habits, and rational thinking. Psychologists often describe this as two types of thinking: an intuitive, emotion-driven system (System 1), and a more analytical, reflective system (System 2). Both play a role when consumers face something unfamiliar on their plate. In short: no matter how sustainable or nutritious a novel food might be, it won’t become part of everyday life unless consumers trust it, understand it, and—most importantly—like it.

How Sustain-A-Bite Is Listening to Consumers

That’s where the Sustain-A-Bite project steps in. Our team is working across Europe to explore how consumers perceive minimally processed, plant-based novel foods developed using innovative technologies. Through a mix of in-depth interviews, focus groups, large-scale surveys, and experiments, we’re uncovering what inspires interest, what triggers hesitation, and what truly shapes consumer food choices. But this work goes far beyond collecting opinions. Consumer insights are actively integrated into the development process, guiding how food technologies are refined and how their benefits are communicated. By embedding consumer perspectives into the project’s core, Sustain-A-Bite helps build the trust and understanding needed to make these next-generation foods a natural part of everyday life.