Revolutionizing Nutraceuticals with Novella Strawberry
Embracing a new approach in supplementation, Novella joins the forefront of innovation with its groundbreaking ingredient.
Biotech pioneer Novella Innovative Technology, Ltd., an expert in plant-cell-based formulations, has recently launched an exciting new product: Novella Strawberry. This revolutionary ingredient is derived from whole strawberry cells and is designed to offer superior potency, efficacy, and sustainability. With the impending showcase of Novella Strawberry at SupplySide West 2025, the natural compound promises to establish a benchmark in the industry for bioavailability and performance.
Introducing the AuraCell™ Platform
Novella has built a robust foundation with its innovative AuraCell™ technology, which enables the precise cultivation of vital botanical ingredients without the traditional need to grow the entire plant. This approach allows Novella to harvest crucial phytonutrients from the plant cells in a well-regulated environment, resulting in a highly effective and pure bioactive ingredient that boasts unparalleled consistency and zero waste. The technology drastically reduces resource consumption, achieving a 99% decrease in the use of essential inputs such as water and land.
Minimum Dose, Maximum Impact
In contrast to standard strawberry extracts that often focus on a limited selection of compounds, Novella Strawberry utilizes a whole-cell matrix that captures the full spectrum of the fruit's benefits. This entire matrix enables natural synergies and ensures maximum efficacy in a consistent format.
Shimrit Bar-El, Co-Founder and Chief Product Officer at Novella, emphasized this innovation: "By collecting high-value nutrients from strawberries at their prime and cultivating them in a pesticide-free environment, we enhance their effectiveness significantly. The result is a potent product that the body can easily assimilate." The company claims that Novella Strawberry exhibits antioxidant power up to 100 times greater than conventional strawberry extracts, based on rigorous human-cell assays that measure reactive oxygen species (ROS) inhibition.
Addressing Challenges in Strawberry Ingredient Integration
Strawberries are renowned not only for their mouthwatering flavor but also for their extensive range of bioactive compounds. While conventional products tend to concentrate on anthocyanins, many beneficial constituents like ellagic acid and phenolic acids are often overlooked. This has led to a renewed consumer demand for strawberry ingredients in nutraceutical applications ranging from metabolism and weight management to skincare and healthy aging.
Despite these benefits, integrating strawberry extracts into dietary supplements has its challenges. The instability of bioactive compounds can hinder predictable dosing and often leads to nutrient loss during typical industrial processing. Additionally, strawberries are exceptionally sensitive to climate conditions, resulting in reduced concentrations of active beneficial compounds when exposed to heat, light, and oxygen.
These inherent difficulties restrict the effective usage of strawberry extracts, limiting their roles in formulations, resulting in shortages and higher costs. However, Novella's AuraCell™ technology tackles exactly these issues by enabling the cultivation of intact strawberry cells in controlled environments, independently from seasonal variations. This breakthrough enhances both the nutrient concentration and application potential across diverse sectors within the nutraceutical and functional food industries.
Delivering Natural Synergy
According to Itay Dana, Co-Founder and Chief Business Development Officer for Novella, the AuraCell™ platform uniquely captures and preserves the complete integrity of natural compounds without solvents. He noted, "We are committed to preserving nature's complete intelligence intact while ensuring sustainability. Novella Strawberry is the response to consumer curiosity for robust performance alongside eco-friendly options. This holistic ingredient offers exceptional purity, potent effects, and non-wasteful processes."
Traditionally, the beneficial effects of anthocyanins and other flavonoids rely heavily on digestion, which can often result in inconsistent bioavailability. Novella Strawberry, however, maintains these phytochemicals within living plant cells, effectively reducing oxidative stress and degradation. This setup also allows these compounds to synergize with other active ingredients, maximizing their effectiveness across varied applications.
"Novella Strawberry represents exactly what today's dietary supplements need," Dana stated confidently. "It operates powerfully on its own but has enormous potential in enhancing other formulations—yielding superior results while simplifying dosage requirements. This formula combines scientific innovation with strategic utility, highlighting exceptional commercial benefits for the market."
Embracing Future Endeavors
The rising demand for clean-label, high-performance, and low-dose supplements positions Novella Strawberry as a game-changer for formulators and brands alike. This innovative ingredient serves to amplify the value and efficacy of current products while avoiding added complexity or cost. Its water-dispersible powder form is particularly well-suited for various applications, including capsules, powders, bars, or beverages.
Additionally, Novella's recent partnership with Metaphor Foods further reinforces its commitment to showcasing the antioxidant properties of its products. Together, they aim to expand the applicability of Novella's creations beyond the nutraceutical sector into broader food categories.
About Novella
Novella Innovative Technology, Ltd. is a leading biotechnology company specializing in developing fruit- and vegetable-based cell complexes, committed to delivering clean, innovative, and sustainable solutions for wellness. By utilizing the transformative AuraCell™ platform, Novella is paving the way for the next generation of supplements that preserve full-spectrum bioactivity and elevate consumer health.
Frequently Asked Questions
What is Novella Strawberry?
Novella Strawberry is a new nutraceutical ingredient derived from whole strawberry cells, designed to enhance potency and bioavailability.
How does AuraCell™ technology work?
AuraCell™ technology cultivates phytonutrients directly from plant cells in a controlled environment, minimizing resource use and waste.
What are the benefits of Novella Strawberry?
This ingredient provides enhanced antioxidant properties, maximizing benefits while ensuring consistency and effectiveness in formulations.
What challenges do strawberry extracts face in supplements?
Strawberry extracts experience instability and nutrient loss during processing, limiting their effectiveness in dietary supplements.
How does Novella address seasonal constraints in strawberry production?
Novella's technology allows for the sustainable cultivation of strawberry cells independently from seasonal variations, enhancing nutrient concentration.
