Register
|
Login

    • Plan Your Expansion

      countries

      Where To Expand First

      Helping brands launch, localise and thrive in the UK & EU’s top markets

      expansion-globale

      Global Expansion Pathway (GEP©)

      Successful international expansion starts with informed decisions.

      expert-tips

      Expansion Videos

      Plan your global expansion with expert led videos and strategies.

      Resources

      FAQ's

      Ask-Andy-Anything

      Ask Andy Anything

      A place where our eCommerce Guru, Andy Hooper, gets to answer all your questions.

      Events

      upcoming events

      Upcoming Events

      Discover expert-led sessions, workshops, and opportunities to connect and grow.

  • Expandly3PL
  • Prices
  • Book Demo
  • Contact
food-novel

Breaking Into the European Market?

Here's What You Need to Know About Novel Food Classification

If you’re a health supplement or food brand looking to expand into the UK or Europe, there’s one term you need to get familiar with: Novel Food.

But what does that mean? And why should you care?

Let’s break it down in simple terms.

What is a Novel Food?

The cosmetics industry in the UK and EU is booming, making it an excellent opportunity for your brand. Here are some compelling reasons to consider expanding into these markets:

Examples of Novel Foods:

  • Exotic plants or fruits (like monk fruit)
  • Mushrooms not commonly used in Europe
  • Microorganisms (like new probiotics)
  • Newly synthesized chemicals or compound

Why Does This Matter?

Because if your product is classified as a novel food, you can’t just start selling it in Europe. You’ll need to go through a regulatory approval process managed by the European Food Safety Authority (EFSA). 

And as of February 1, 2025, the rules just got stricter.

What’s New in 2025?

Here’s what’s changed under the updated EFSA guidelines:
  1. Faster Approval for Traditional Foods

    If your ingredient has been safely consumed for 25+ years outside the EU, you might qualify for a fast-tracked approval. Great news for natural ingredients like monk fruit!


  2. Stricter Safety Checks

    EFSA is tightening the rules, especially for:
    • Ingredients made with new technologies (like nanotech)
    • Products with bold health claims or misleading labels

  3. Sustainability Matters

    Now, EFSA also looks at how eco-friendly your ingredient is. Sustainable sourcing and production practices are a big plus.

What’s the Industry Saying?

Many businesses feel the process is too complex and slow. There’s growing pressure to simplify the rules, especially for ingredients like mushrooms and other natural compounds that are already popular in other parts of the world.

What Should You Do?

If you’re unsure whether your product is a novel food, or how to get it approved, don’t guess. Talk to experts who understand the latest regulations and can guide you through the process.
supplement-capsules

Final Tips for Sellers

Check your ingredients: Are they listed in the Novel Foods Register? Were they consumed in the EU before 1997?

Document safety history: Especially if your product has been used for decades elsewhere.

Be honest in your marketing: Avoid exaggerated health claims.

Think green: Sustainable practices can help your case.

Need Help?

Reach out to regulatory consultants or services like Expandly who specialize in getting products approved for the European market.