|22nd October,2019||12 am||Room 9||Track 2|
The growing global population and declining resources are entailing investigations on novel food, which can be defined as innovative food, food produced using new technologies and production processes. As new ingredients represent the most controversial segment of novel food, they tend to be less accepted by the eastern consumer. Which levers to go over hurdles to acceptance of these novel food sources? How are the producers capitalising on the strong interest and curiosity of consumers by highlighting ethics and increased protein levels in their branding strategies? How can reinterpretation of the EU Novel food Regulation around new ingredients actually help commercialisation? How to use claims to go around that psychological barrier?