Novella's Whole-Cell Strawberry Ingredient Revolutionizes Nutraceuticals at SSW

Novella's New Whole-Cell Strawberry Ingredient: A Nutraceutical Breakthrough

In a remarkable move for the nutraceutical industry, Novella Innovative Technology, Ltd. has revealed its latest innovation: the Novella Strawberry. This powerful ingredient, derived from whole strawberry cells using their proprietary AuraCell™ technology, promises to set a new benchmark for potency, efficacy, and sustainability in dietary supplements. The debut took place at SupplySide West 2025 in Las Vegas, capturing the attention of health and wellness enthusiasts alike.

A New Era of Nutraceuticals

The Novella Strawberry represents a new generation of bioactives, showcasing not only the impressive power of strawberries but also the innovative processes that enhance their effectiveness. Unlike traditional strawberry extracts that isolate specific compounds, Novella has developed a whole-cell matrix that captures the complete nutritional profile of the fruit, retaining its natural synergy and delivering maximum health benefits in an easy-to-absorb format.

Shimrit Bar-El, Co-Founder and Chief Product Officer of Novella, emphasizes the ingredient's unique attributes: “We collect the high-value nutrients from strawberries at their peak potency, cultivate them in a clean environment without harmful pesticides, and amplify their effects.” This meticulous process results in a compound that offers antioxidant properties up to 100 times stronger than conventional strawberry extracts.

The Science Behind AuraCell™

One of the standout features of Novella's approach is the AuraCell™ Platform, designed to cultivate plant ingredients sustainably by bypassing the need for whole plant growth. This method allows the company to draw out valuable phytonutrients directly from plant cells within a controlled, closed environment, eliminating waste and dramatically reducing resource use—by 99%, in fact, in terms of water, land, and labor.

This technological advancement not only enhances nutrient preservation but also addresses common issues faced by strawberry-based supplements, including poor bioavailability and instability of active compounds. Traditional production methods often lead to significant nutrient losses due to exposure to heat, light, and prolonged storage. Novella’s innovative cultivation not only ensures stability but also allows for broader applications in the nutraceutical and functional food sectors.

Addressing Market Challenges

The nutraceutical market has recently seen a surge in demand for strawberry-sourced nutrients, driven by growing consumer interest in health benefits associated with berries, including metabolic support, weight management, and anti-aging properties. However, most existing products have struggled with integrating strawberry components due to stability issues and inconsistent dosing.

Itay Dana, Co-Founder and Chief Business Development Officer at Novella, highlights the impact of their breakthrough technology: “Our solution will alleviate the bottleneck in the nutraceutical industry's growing demand for strawberry-derived nutrients without sacrificing the enjoyment of field-grown strawberries.” By providing a reliable, high-quality ingredient, Novella aims to meet the increasing appetite for clean-label and effective supplements.

Pure Performance with Zero Waste

Novella Strawberry not only fulfills consumer expectations for performance but also aligns with sustainability goals. As Dana explains, “Our AuraCell™ platform does not extract nor does it require solvents. We maintain the integrity of nature, delivering ingredients that are pure, potent, and waste-free.” This environmentally conscious approach resonates well with consumers actively seeking wellness options that contribute positively to their health and the planet.

In terms of usability, Novella Strawberry is versatile, available as a water-dispersible powder that can be seamlessly integrated into a range of products, including capsules, bars, and beverages, thus allowing brands to enhance their offerings without increasing costs or complexity.

Furthermore, Novella has recently partnered with Metaphor Foods in Australia, exploring the potential of incorporating their potent strawberry products into innovative preservative lines, showcasing the ingredient's antioxidant performance beyond just nutraceuticals.

Future Prospects for Nutraceuticals

As Novella Strawberry makes its official appearance at SupplySide West 2025, it marks a significant leap toward redefining dietary supplements. The industry is abuzz with excitement over the potential this new ingredient holds for enhancing existing products while ensuring consumers receive the health benefits they seek. By harnessing the full power of strawberries without the pitfalls of traditional extraction methods, Novella is well-positioned to lead the next wave of supplement innovation.

With a commitment to clean, intelligent, and sustainable wellness solutions, Novella is paving the way for a brighter, healthier future in the nutraceutical market. Stay tuned as they continue to innovate and shape the landscape of health and wellness.