Booth 815

Novella, a company specializing in the precision cultivation of plant cells, will launch Novella Strawberry, a patent-pending range of bioactives derived from strawberry cells at SupplySide Global.

The new ingredient is produced through the company’s Auracell technology, which cultivates botanical ingredients in a closed, controlled environment that bypasses the need to grow the whole plant. The result is highly-purified phytonutrients (anthocyanins, ellagic acid, phenolic acids, terpenoids, and alkaloids) with guaranteed consistency and zero waste, while slashing resource use by 99%, including water, land, and labor.

Standard strawberry extracts isolate a limited subset of compounds, but Novella Strawberry is a whole-cell matrix that captures and preserves the full complexity of the fruit.

“We collect the high-value nutrients from the strawberry at the peak of its power, grow them in a clean environment without pesticides, and then amplify them,” said Shimrit Bar-El, co-founder and chief product officer for Novella. “The result is a plant compound that can easily be absorbed in the body.”

Human-cell assays measuring ROS inhibition have found that the ingredient exhibits substantially stronger antioxidant effects compared to standard strawberry extracts, enabling significantly lower doses in supplements.

The berry extract is suitable for dietary supplements positioned for metabolism support, weight management, beauty from within, and healthy aging.

The integration of strawberry ingredients into supplements is challenging due to poor stability of the bioactive compounds, making it difficult to guarantee consistent and standard dosing or prevent nutrient loss during processing. Additionally, strawberries are climate-sensitive, and beneficial compounds degrade rapidly when exposed to heat, light, and oxygen over time. There is also natural agricultural variability to consider, which impacts both the fruit and concentrations of its active compounds.

AuraCell cultivates intact strawberry cells in controlled environments, with no seasonal constraints, unlocking 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,” said Itay Dana, co-founder and chief business development officer. “Our AuraCell platform doesn’t extract and doesn’t need solvents. We preserve nature’s full intelligence and deliver it intact. Novella Strawberry answers the consumer demand for performance and sustainability by delivering a holistic ingredient that is pure, potent, and generates zero waste.”

Plant cells serve as a natural matrix for anthocyanins, which are acquired via digestion and microbial breakdown in variable gut environments. The native cellular environment acts as a form of natural microencapsulation, shielding sensitive compounds from oxidative stress and degradation within a formulation and enhancing bioavailability and bioactivity, the company reported.

“Novella Strawberry is exactly what the next wave of dietary supplements needs,” said 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.”