Novella Innovative Technology, Ltd., a biotech startup specializing in plant-cell-based ingredients, has introduced Novella Strawberry∞, a patent-pending bioactive complex derived from whole strawberry cells. This innovative ingredient marks the first in a series of fruit-cell nutraceutical solutions from Novella, promising enhanced efficacy, bioavailability, and sustainability. The company will unveil Novella Strawberry∞ at SupplySide West 2025 in Las Vegas.
At the heart of Novella’s innovation is its proprietary AuraCell™ technology, which enables the precision cultivation of botanical ingredients without the need to grow entire plants. By cultivating valuable phytonutrients directly from plant cells in a controlled environment, Novella produces pure, powerful bioactive ingredients with guaranteed consistency and zero waste. This method significantly reduces resource use by 99%, including water, land, and labor, addressing critical sustainability challenges in agriculture.
Unlike conventional strawberry extracts that isolate a limited subset of compounds, Novella Strawberry∞ captures and preserves the full complexity of the fruit. This whole-cell matrix delivers natural synergy and maximum performance in a reproducible format. Shimrit Bar-El, Co-Founder and Chief Product Officer for Novella, explains that the company collects high-value nutrients from strawberries at their peak, cultivates them in a clean environment without pesticides, and amplifies them to create a potent, easily absorbable compound. Human-cell assays conducted by Novella demonstrate that Novella Strawberry∞ delivers an antioxidant punch up to 100 times stronger than conventional strawberry extracts.
The implications for agritech and investors are substantial. Novella’s AuraCell™ technology addresses several key challenges in the nutraceutical and functional food industries. Traditional strawberry extracts face issues such as poor stability, nutrient loss during processing, and variability in yields due to climate sensitivity. Novella’s controlled cultivation environment eliminates these constraints, ensuring consistent and standardized dosing while significantly reducing resource consumption.
For agritech, this innovation represents a paradigm shift towards more sustainable and efficient agricultural practices. By bypassing the need for large-scale farming and heavy irrigation, Novella’s technology can alleviate pressure on natural resources and reduce the environmental footprint of nutraceutical production. This approach also addresses the growing demand for clean-label, high-performance, low-dose supplementation, empowering formulators and brands to enhance the value and efficacy of their products.
Investors should take note of the commercial potential of Novella’s technology. The global nutraceutical market is expanding rapidly, driven by consumer demand for natural, effective, and sustainable wellness solutions. Novella’s ability to deliver potent, bioavailable ingredients with zero waste positions it as a key player in this market. The company’s collaboration with Metaphor Foods in Australia further highlights the versatility of its products, extending beyond nutraceuticals into other food categories.
As Novella prepares to debut Novella Strawberry∞ at SupplySide West 2025, the agritech and investment communities will be watching closely. The company’s innovative approach to plant-cell-based ingredients offers a promising solution to some of the most pressing challenges in agriculture and nutraceutical production, making it a compelling prospect for investors seeking sustainable and high-growth opportunities.