Novel food has the potential to make our diets much more sustainable. Promising approaches worldwide are making alternatives to meat and fish and other animal products increasingly attractive. Surveys show that the willingness to replace animal products with biotech alternatives is high, especially among younger people. But when will we be able to buy these at affordable prices in the supermarket? How quickly can companies develop and what role do regulatory frameworks play on the path of novel foods to market? Experts discuss the framework conditions for the development of Novel Food.