Biotech start-up Novella Innovative Technology Ltd., a pioneer in plant-cell-based ingredients, has unveiled its latest innovation — Novella Strawberry, a new generation of bioactive compounds derived from whole strawberry cells.
The announcement marks a major milestone in the company’s mission to redefine how botanical ingredients are sourced and produced.
The newly launched product, which is patent-pending, represents the first in a series of fruit-cell nutraceutical solutions that Novella plans to bring to market.
The company will showcase Novella Strawberry at SupplySide West 2025, one of the global nutraceutical industry’s leading trade events, taking place in Las Vegas later this year.
A leap toward sustainable ingredient production
At the core of Novella’s innovation is its AuraCell™ technology, a proprietary platform that enables the precise cultivation of active plant compounds directly from cells — without growing or harvesting the entire plant.
By cultivating plant cells in controlled bioreactors, Novella eliminates the need for traditional agriculture, which often relies on extensive land, water, and energy use.
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According to the company, this cell-based approach ensures purity, potency, and consistency in every batch of bioactive ingredient while cutting resource consumption by as much as 99% and generating zero agricultural waste. The result is a clean, high-performance ingredient suited for functional foods, dietary supplements, and skincare applications.
Novella says the strawberry cell complex combines the full spectrum of natural compounds found in the fruit — including antioxidants, polyphenols, and vitamins — offering consumers a more sustainable yet effective way to access nature’s nutritional benefits.
With its latest breakthrough, Novella positions itself at the forefront of the growing market for cell-cultured nutraceuticals, an emerging frontier that blends biotechnology with sustainability.
