Revolutionizing Food Preservation: Novella’s Plant Cell Culture Innovations

In an era where consumers are increasingly demanding transparency, natural preservatives derived from plant sources are becoming essential. Israeli foodtech startup Novella is at the forefront of this movement, employing innovative plant cell culture techniques to create high-value food and personal care ingredients.

New Strategies for Natural Preservation

As food manufacturers react to shifting public expectations, natural preservatives such as mixed tocopherols and rosemary extracts are becoming more popular. However, Novella believes that the future lies in harnessing the potential of plant cell cultures, grown in bioreactors that optimize conditions for rapid, consistent growth. These small-scale operations can deliver high-value botanicals even as traditional agricultural supply chains face increasing challenges.

Strategic Partnerships and Market Impact

Novella has recently established a partnership with Metaphor Foods, the innovation division of global ingredient provider Hela APAC. This strategic collaboration is aimed at ensuring the availability of high-quality ingredients and preparing for scalable manufacturing, with a focus on natural food protection solutions. The partnership is projected to be valued at $10 million over seven years, particularly benefiting the meat industry and potentially expanding into various other food and pet sectors.

Impressive Results in Meat Preservation

Preliminary trials conducted at Hela-Schwarz application labs have yielded promising results, according to Metaphor Foods CEO Geoff Gordon. Novella’s approach has successfully replaced existing natural antioxidants, reduced overall costs, and increased the shelf life of meat products by 30%. In a market increasingly resistant to synthetic ingredients, Novella’s clean-label solutions not only ensure product integrity but also minimize environmental impact.

Why Plant Cell Culture?

Producing preservatives from plant cells offers several advantages over traditional extraction methods. Natural preservatives can often come with drawbacks such as off-flavors and inconsistencies in efficacy. The current global supply chain issues—characterized by crop quality fluctuations and climate disruptions—further complicate the sourcing of these ingredients. Novella addresses these challenges by providing a scalable and consistent alternative.

Bioactive Ingredients: A New Approach

According to co-founder Itay Dana, Novella specializes in producing known bioactives like alkaloids, terpenes, and polyphenols sourced from plants. The innovative aspect of their offering lies in the intact, soluble plant cells, which enhance stability and unlock new functional benefits. These cells allow for a more effective delivery of bioactives, paving the way for new applications.

Navigating Regulatory Pathways

Regarding regulatory pathways, Novella intends to apply for the GRAS (Generally Recognized As Safe) designation in the U.S., while also targeting the APAC markets. While some regions—like the EU—classify plant cell products under the Novel Food category, Novella’s focus remains on launching products with established regulatory frameworks to facilitate smoother market entry.

Investor Interest and Future Plans

Initial funding for Novella came from its three founding partners and has since attracted interest from venture capital firms like Plug and Play and Zora Ventures. Dana noted strong investor interest in plant cell culture technologies, especially those balancing advanced technology with commercial viability.

Looking Ahead: Beyond Preservatives

In addition to its focus on natural preservatives, Novella aims to disrupt the dietary supplement sector by offering products with enhanced bioactive delivery systems. The anticipated launch of their first dietary supplement product is set for late 2025, pending regulatory approvals, with full commercial-scale sales starting in 2026.

Further Reading:

• 🎥 Cocoa, minus the beans: California Cultured plans launch in 2026
• 🎥 Plant cell culture startup Green Bioactives preps for first commercial launches in 2026
• Food Brewer nets funding from Lindt and Sparkalis for cocoa grown via plant cell culture
• ReaGenics deploys plant cell culture to create potato biomass with 31% protein content
• Plant cell culture deep dive: As cracks emerge in botanical supply chains, ‘It’s a huge space to watch’