Many practitioners of food law know the phenomenon: A problem occurs where you expect it the least. This is exactly what happened in the latest amendment of the Union list of authorised novel foods. Implementing Regulation (EU) 2019/1272 includes a correction relating to the labelling requirements for Echinacea purpurea extract from cell cultures which results in a conflict with the general rules of Regulation (EU) 1169/2011. A quick view behind ‘The Echinacea Paradox’.