Insect farmers have raised hundreds of millions of dollars and biotech firms have invested heavily in algae-based fish oil supplements. They faced a common problem: customer adoption of these novel products.The cost of feed is the most pressing concern for all aquaculture farmers, according to a global survey conducted by the Global Aquaculture Alliance. That has translated into little appetite to adopt novel ingredients, except in some limited premium brands sold in Europe and North America.We will discuss with leading protagonists in the feed industry how novel ingredients can be adopted at large by aquaculture. We will also discuss the future outlook for established ingredients that have come under greater scrutiny for sustainability performance, including soy and fishmeal and fish oil.