The labeling of novel foods with the aim of promoting sustainable consumption decisions is currently a much-discussed topic in science, industry and politics. The Simon Nüssel Foundation has recently started funding an unusual research project under the Chair of Food Law at the University of Bayreuth. The goal is to develop a board game called „Supermarket of the Future“. Players will learn about innovative food products and how they can and should make informed consumer decisions. Science and politics can gain new insights into the practice of food labeling through the game.