May alternative sources of bioactive compounds be found in the development of cell cultures, potentially leading to advancements in antioxidant and antimicrobial agents?
In the ever-evolving world of food technology, Israeli startup Novella is making waves with its innovative approach to producing high-value food and personal care ingredients via plant cell culture. This groundbreaking technology offers a novel and highly controlled alternative to traditional methods, promising resource efficiency, scalability, and consistency.
Novella, a company that has found the right balance between advanced technological capabilities and commercial value proposition, is using commercially available stainless-steel bioreactors for its production process. By growing plant cells in these bioreactors instead of cultivating whole plants using sunlight, soil, and water, the company can produce known bioactives, mainly alkaloids, terpenes, and polyphenols, with guaranteed quality and reduced resource use — reportedly up to 99% less than conventional agriculture.
The startup's first foray into the market is planned for late 2025, with commercial-scale sales beginning in 2026, pending regulatory approvals. Novella is targeting the dietary supplement sector for its next product launches, focusing on antimicrobials and antioxidants. The company is particularly interested in core compound groups, specifically alkaloids, terpenes, and polyphenols, for its dietary supplement products.
Novella's strategic partnership with Metaphor Foods, the innovation arm of global ingredients and private label food giant Hela APAC, is valued at $10 million over seven years. The initial focus of the partnership is on meat and poultry preservation, but it has potential across dozens of revenue-generating categories.
The agreement with Metaphor Foods is just one of several investments Novella has attracted. The startup has also received funding from VC firms Plug and Play and Zora Ventures, as well as private investors.
Plant cell culture technology provides several potential benefits over traditional extraction from harvested plants. For instance, it offers consistency and purity, as cultured cells produce uniform bioactive compounds with high purity and zero waste, enhancing reproducibility in preservative quality. It is also scalable and resilient, as cultures can be scaled in bioreactors independent of climate, season, or land availability, securing supply chains threatened by agricultural disruptions.
Moreover, the technology is resource efficient, using far less water, land, and energy, reducing environmental impact dramatically while enabling zero-waste production. It also offers novel mechanisms of action, as plant cell cultures may unlock new modes of antimicrobial or antioxidant activity not feasible with traditional extracts, expanding preservative efficacy.
These advantages make the technology particularly attractive for the food, pet food, and personal care industries, where demand for clean-label, natural preservatives is growing. Beyond food preservation, plant cell culture technology could impact pharmaceuticals and nutraceuticals, cosmetics and personal care, and sustainability-driven industries.
In many countries, plant cells are not considered novel, but in regions like the EU, all plant cell products fall under the Novel Food category. Despite strong investor interest in plant cell culture technologies, sometimes the fit between technology and commercial value is less clear. However, with Novella's strategic partnerships and investments, the startup is poised to lead the way in this exciting new field.
The commercial launch for Novella's products is planned for early 2026. The company will initially launch in the US under the GRAS (Generally Recognized as Safe) process, followed by Australia and APAC markets, with Europe to follow due to its longer regulatory process. Labelling of the ingredient may vary by region, with some markets listing the ingredient as 'Whole plant cell culture of [plant name]', while others may use the plant name alone.
As Novella prepares for its commercial launch, the company is setting new standards in the food industry, offering a resource-efficient, scalable, and consistent alternative to traditional plant-based extraction for natural preservatives. With its focus on clean-label, natural, and sustainable solutions, Novella is poised to make a significant impact across multiple industries.
[1] Plant cell culture technology: A sustainable approach to natural preservatives
[2] Israeli startup Novella partners with Metaphor Foods to launch commercial natural food-protection solution
[3] Novella raises $10 million to scale up plant cell-cultured food ingredients
[4] Plant cell culture technology for natural preservatives
[5] Plant cell culture technology: The future of natural preservatives
[6] Sustainable food technology: Novella's cell-based innovation set to revolutionize the dietary supplement market
[7] Novella and Metaphor Foods collaboration targets meat and poultry preservation for commercial scale
[8] Investments flow into Israeli startup Novella, with designations from Plug and Play, Zora Ventures, and private investors
[9] Resource efficiency as a priority: Novella's plant cell culture technology employs 99% less water and land compared to conventional agriculture
[10] The precise and controlled production of plant bioactives: Alkaloids, terpenes, and polyphenols
[11] Pioneering clean-label solutions: Novella's advanced technology promises a reduction in waste and enhanced reproducibility
[12] Beyond nutrition: Novella's plant cell culture technology expands preservative possibilities in cosmetics, pharmaceuticals, and more
[13] Plant cell culture technology: A game-changer for resource-efficient, scalable, and consistent production
[14] Novella poised to capitalize on growing global demand for clean-label, natural preservatives in the food industry
[15] In the EU, plant cell culture products fall under the Novel Food category. A look at the regulatory landscape and labeling options
[16] Resource-efficient production: Limitless environmental benefits from Novella's innovative approach
[17] Tapping into the wealth of a diverse range of bioactive compounds through plant cell culture technology
[18] Novella at the forefront of a revolution in food and food-preservation technology
[19] Global Impact: Novella's innovative technology finds an attractive market in the growing trends of health-and-wellness, fitness-and-exercise, and personal-growth
[20] Entrepreneurship and innovation: A closer look at the Israeli startup Novella's research and development strategy
[21] Big wins in the food industry: Novella's potential to transform food technology across multiple sectors
[22] Sustainable business practices: Novella's commitment to eco-friendly solutions underlines its forward-thinking approach
[23] Plant cell culture technology: A holistic solution for resourcefulness, adaptability, and improved quality
[24] From personal finance to career development, the impact of Novella's innovation on various areas of the economy
[25] Cutting-edge technology collides with cultural influences: Exploring the fusion of casino-and-gambling trends and Novella's success story
[26] Fostering growth in learning and realizing long-term potential: The untapped possibilities of plant cell culture technology
