Biotech start-up Novella Innovative Technology announces the launch of its Novella Strawberry∞ a patent-pending, new generation of bioactives derived from whole strawberry cells.
This natural complex represents the first fruits of Novella’s collection of fruit-cell nutraceutical solutions. This powerful ingredient sets a new standard for efficacy, bioavailability, and sustainability.
The company will introduce Novella Strawberry∞ at SupplySide West 2025 in Las Vegas (booth #815).
The AuraCell platform
Leveraging its proprietary AuraCell technology, Novella has pioneered the precision cultivation of botanical ingredients, bypassing the need to grow the whole plant.
The company cultivates valuable phytonutrients directly from the plant cells in a closed, controlled environment.
The result is a pure, powerful bioactive ingredient with guaranteed consistency and zero waste, while slashing resource use by 99%, including water, land and labour.
Minimum dose, maximum impact
Unlike standard strawberry extracts that isolate a limited subset of compounds, Novella Strawberry∞ is a whole-cell matrix that captures and preserves the full complexity of the fruit. This matrix delivers natural synergy and maximum performance in a reproducible format.
The innovative ingredient delivers an antioxidant punch up to 100 times stronger than conventional strawberry extracts, as demonstrated in human-cell assays conducted by Novella by measuring ROS inhibition.
Novella Strawberry∞ maintains the naturally occurring strawberry cell composition. This exceptional potency enables the use of significantly lower concentrations.
The strawberry challenge
In addition to their strong antioxidant power, strawberries contain a broad spectrum of bioactive compounds, including not only the well-known anthocyanins but also ellagic acid, phenolic acids, terpenoids and alkaloids.
Whereas conventional products focus mainly on the anthocyanin group, the strawberry’s much wider array of naturally occurring compounds remains underutilised.
However, its unique richness has spurred a renewed growth of strawberries and other berries within the nutraceutical market, with rising demand in categories such as metabolism, weight management, beauty-from-within, and healthy ageing.
Despite its high wellness value and strong consumer interest, the integration of strawberry ingredients into supplements remains challenging.
The poor stability of their bioactives makes it difficult to guarantee consistent and standardised dosing, while common industrial processing methods lead to significant nutrient loss.
Strawberries are highly climate sensitive. Their beneficial compounds degrade rapidly when exposed to heat, light, oxygen, and time. Moreover, agricultural production requires heavy irrigation and delivers variable yields of both fruit and its concentrated actives.
These limitations restrict strawberry extracts to complementary roles in supplements, driving shortages, low extraction yields, and higher costs.
Novella’s proprietary AuraCell technology directly addresses these challenges by cultivating intact strawberry cells in controlled environments free from seasonal constraints. It also unlocks broader applications across the nutraceutical and functional food industries.
“Our solution will significantly relieve the bottleneck in the nutraceutical industry’s growing demand for strawberry-sourced nutrients while leaving field-grown strawberries to be enjoyed as refreshing natural treats,” informs Itay Dana, founder and Chief Business Development Officer for Novella.
Natural synergy
The benefits of anthocyanins, the antioxidant flavonoid compounds commonly used in berry based products, are typically acquired by digestion, microbial breakdown and the variable gut environments.
This leads to low, inconsistent bioavailability. Novella Strawberry∞ delivers these phytochemicals and other fast-acting bioactives directly within plant cells.
Novella’ bioreactor-cultivated bioactives remain in their native cellular environment, acting as a form of natural microencapsulation.
This shields sensitive compounds from oxidative stress and degradation within a formulation. It also preserves full-spectrum bioavailability and bioactivity while enabling them to work in synergy with other actives, enhancing their performance.
“Novella Strawberry∞ is exactly what the next wave of dietary supplements needs,” professes Dana. “It performs powerfully on its own, but its real potential is in enhancing other products—amplifying results while reducing required daily dose. It’s a perfect marriage of science and strategy, with remarkable commercial potential.”
With the growing demand for clean-label, high-performance, low-dose supplementation, Novella Strawberry∞ empowers formulators and brands to enhance the value and efficacy of their existing products, offering more to consumers without increasing complexity or cost.
It is a water-dispersible powder, making it ideal for powders, capsules, bars or beverages.