?This Brief presents an extensive analysis on the evolution of food product categories by studying both their launch on the market and their entering into legislation. The text discusses cases of specific new products, examining their introduction into literature and regulatory measures. The work examines the relevance of product innovation in the food industry, taking a close look at the market penetration of new food categories by utilizing an innovation rate matrix. With over 18,000 new food products being launched in the US per year, new food categories are continuously introduced in both literature and legislation in order to protect consumers. New Food Products: Evolution, innovation rate, and market penetration proposes a three-part classification system for new food categories based on greener foodstuffs, healthier products and foods for good looks. Specific examples are shown for each proposed class, including highlights of their properties, technologies, innovation potential, related regulations, and distinctive features.