New framework on European rules for innovative foods

Innovative foods – such as new plant-based proteins, fermented ingredients, or cultured meat – are crucial for a sustainable food system. To introduce these innovations responsibly to the market, Europe has an approval system: the novel food regulation. Market access is complex and costly, but approval provides direct access to half a billion consumers and international recognition. To give investors and entrepreneurs more clarity and guidance, Invest-NL, Forward Food Law, and GFI Europe developed the Novel Food Investor Framework.

The novel food sector – also known as new innovative foods – offers Europe a chance to combine innovation and economic growth with a sustainable food system. Europe has one of the most comprehensive systems for authorising these new foods. This authorisation system protects consumers, promotes trust, and forms the basis for further growth of the sector.

Regulations as a strategic opportunity

The complexity of the novel food authorisation process, however, makes approval time-consuming and costly. Many investors find the process unclear and unpredictable. As a result, they perceive the risk as high and are hesitant to invest in this type of innovation.

However, the authorisation system offers an important opportunity: an EU authorisation provides a “golden pass” to the European market and often recognition outside it. It can also deliver a competitive advantage. With EU authorisation, startups can obtain five years of data protection, giving them a temporary exclusive market position.

Practical investor perspective

The framework maps out the different routes to market access, including alternative scenarios such as pet food or non-EU markets. It also provides practical guidance for investors: from timelines and costs to the risks and strategic opportunities of each route. By making the regulations more transparent, we aim to encourage more investors to enter this rapidly growing market.

“For many investors, regulation is a huge barrier to investing,” says Michiel Strijland, Business Development Manager at Invest-NL. “With this framework, we help both investors and entrepreneurs better navigate the EU regulatory landscape for novel foods.”

Launch during event ‘Building the future of protein, together’

The framework will be launched during the event Building the future of protein, together, on 9 October 2025 in Amsterdam. More than 200 participants, including scientists, start- and scale-ups, food companies, investors, and representatives from politics, will be present. They will discuss the opportunities and challenges of innovative foods for a sustainable and competitive food system.

Invest-NL as a bridge between innovation and finance

Invest-NL is committed to the transition to a sustainable food system by removing financing barriers. Building on previous work, this framework helps investors with investment decisions in innovative foods, such as the assessment framework for fermentation technology. This makes it more attractive for investors to provide capital and gives entrepreneurs more opportunities to finance and scale their innovations.