Novella's new strawberry extract purports to solve stability challenges associated with berry bioactives

Novella Innovative Technology, LTD., a biotech start-up, announced in a recent press release that the company has launched their new Novella Strawberry ingredient.¹ The product is patent-pending and is created from a “new generation” of bioactives stemming from whole strawberry cells. Novella will be showcasing this new ingredient at the upcoming SupplySide West 2025 conference taking place in Las Vegas, Nevada, between October 27, 2025, to October 30, 2025.

AuraCell Platform Technology

Novella utilized their proprietary AuraCell platform which is able to cultivate botanical ingredients and bypass the necessity that would require to grow the entire plant. In a closed and controlled environment, Novella is able to cultivate phytonutrients directly from the plants’ cells. From this process, “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.”¹

Systematics Behind Strawberry Extracts

Most standard strawberry extracts are limited to isolating a subset of compounds.¹ According to the press release, Novella Strawberry involves using a whole-cell matrix that provides natural synergy with maximum performance and is able to preserve 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, then amplify them," explains Shimrit Bar-El, Co-Founder and Chief Product Officer for Novella.¹ "The result is a potent compound that can easily be absorbed in the body."

Novella Strawberry offers the antioxidant benefit of being up to 100 times stronger than most conventional strawberry extracts, which was determined through human-cell assays that Novella orchestrated and conducted by measuring ROS inhibition.¹ This strength in potency may allow for lower concentrations of the extract to be used.

Benefits and Challenges That Arise with Strawberries

Aside from antioxidants, strawberries contain other benefits as well. For example, the fruit consists of anthocyanins, terpenoids, phenolic acids, alkaloids, and ellagic acid. Strawberries, along with other berries, are seeing a growth in interest for their potential in helping to support beauty-from-within, weight management, healthy aging, and metabolism.¹

Despite having health benefits, strawberries also have their own challenges. The press release disclosed that the bioactives from strawberries have poor stability which can make it challenging to implement into supplements regarding standardized dosing and guaranteeing consistency.¹ Common industrial processing methods may cause loss of nutrients.

Another challenge that strawberries have is that they are highly sensitive to the climate. This issue may lead to the compounds in strawberries to degrade quickly once they come into contact with oxygen, light, time, and heat.

According to the press release, these challenges may play a role in low extraction yields, causing shortages, higher costs, as well as limit strawberry extracts to “complementary roles in supplements.”¹ Through AuraCell technology, strawberry cells can be cultivated intact within controlled environments without the influence of different seasons.

"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.¹

"Our AuraCell™ platform doesn't extract and doesn't need solvents" says Dana .¹ "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."

"Novella Strawberry is exactly what the next wave of dietary supplements needs," professes Dana.¹ "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."

SupplySide West 2025

Attendees at SupplySide West 2025, can visit Booth #815 located in the new exhibitor zone to learn more about Novella’s fruit-cell complexes, the AuraCell technology platform, and the new ingredient, Novella Strawberry.

Reference

1. Novella. Novella launches potent whole-cell strawberry ingredient at SSW https://www.prnewswire.com/il/news-releases/novella-launches-potent-whole-cell-strawberry-ingredient-at-ssw-302557353.html (accessed Sep 29, 2025).