Biotech start-up Novella Innovative Technology has launched 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.
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 labor.
© Novella Innovative Technology
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.
"We collect the high value nutrients from the strawberry at the peak of its power, grow them in a clean environment without pesticides, then amplify them," explains Shimrit Bar-El, Co-Founder and Chief Product Officer for Novella. "The result is a potent compound that can easily be absorbed in the body."
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 via measuring ROS inhibition. Novella Strawberry maintains the naturally occurring strawberry cell composition. This exceptional potency enables the use of significantly lower concentrations.
"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, Co-Founder and Chief Business Development Officer for Novella.
"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."
For more information:
Novella Innovative Technology 
[email protected]
www.novella.co.il
