The term novel food may sound simple, but it’s much more than that. Chia seeds were once isolated to impoverished regions of Central and South America, and milk once only had a shelf life of 12 days. But thanks to the power of the novel food label, chia seeds are now a common healthy addition to diets around the world, and milk treated with UV light is not just safe, but extends milk shelf life to 21 days and increases concentration of vitamin D3. Along with countless other foods introduced to market, they must be proven safe for human consumption. The novel food label helps members of the European Food Safety Authority (EFSA) approve new products and get them to the public quickly.