WAY TO GROW!
Plant-derived ingredients cultured
without the
whole plant
Supplementing your products to achieve greater impact
Designed to boost existing formulations, our Novella∞ product line targets wellness objectives.
By fueling cells and strengthening systemic function, Novella∞ products transform every product they touch.
Potent bioactives: Natural synergy at its best
Novella∞ ingredients bring the wisdom of plants to life. Each Novella∞ product is a full
spectrum of bioactives grown from the exact individual cells that nature designed to work in synergy. Novella created this complete matrix for top nutrient performance and long-lasting effects.
The Novella∞ product line
MIGHTY CELLS. INFINITE PLANT POWER.
Capturing Mother Nature’s finest
We explored the heart of each fruit, carefully selecting single high-impact cells. We gently nourished them, giving them just what they needed to grow – not outdoors, but in a carefully tuned environment where they can thrive. No roots. No stems. No waste. Just pure purpose.
A GARDEN OF BENEFITS
Every Novella∞ product expands formulation potential
Synergy by nature
A complete matrix of bioactives that work in natural harmony
Full spectrum
The plant’s entire biochemical profile – not just a limited subset of compounds
Low daily dose
Potency that outperforms typical extracts and isolates –
at a fraction of the amount
Primed for action
Optimized for fast absorption and cumulative effects
Smart business model
Delivers extreme impact at compelling cost-in-use
Clean label
Formulation ready
Non-GMO
Think outside the field!
Discover AuraCell™ technology
THE MINI-ECOSYSTEM THAT HARNESSES NATURE
Capturing the synergistic forces of nature, AuraCell™ uses precision cultivation to grow full-spectrum compounds. This complete array of bioactive nutrients, from alkaloids to terpenoids and polyphenols,
works together – as nature intended.
IDENTIFY ULTRA-POTENT CELLS
We select rare fruit cells at their peak of potency and natural synergy, when their bioactives are strongest and most beneficial.
GROW WITH PRECISION
AuraCell™ nurtures and cultivates these non-GMO cells, keeping their precise balance and natural structures intact to lock in their bioactives.
HARVEST FOR IMPACT
We collect the cells, producing nutrients for maximum performance – free from extraction, isolation and solvents.
SUSTAINABILITY THAT OVERCOMES THE LIMITATIONS OF CLIMATE, WATER AND WEATHER
Transparent, traceable, sterile cultivation
Slashes resource
use by 99%
Local production for a short supply chain
Dependable, year-round supply
∞
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We nurture nature’s compounds indoors, with no fields to harvest, no waste produced and no contaminants in sight.
WHO WE ARE
CGO
Antonio Martinez Descalzo, MSM
A global health and nutrition business development visionary who has driven innovation for companies worldwide, including ADM.
COO
Einat Anidjar, BA
An accomplished leader in the food and health industries, directing scale-up, production and supply chain initiatives.
Co-founder & CBDO
Itay Dana, MBA, BSc
Food engineer with the vision, creativity and network to make nutritiously potent B2B products a reality.
Co-founder & CTO
Shimrit Bar-El, PhD, MBA
Biochemist on a mission to create wholesome bioactive products using scientific ingenuity.
Co-founder & CEO
Koby Avidan, MA
Bio-tech entrepreneur and innovator, putting nature to work for better food and better lives.
CFO
Ilan Noach, BA
A finance executive with broad experience across capital markets and startups, supporting strategic growth and financial sustainability.
Novella in verse
Somewhere quiet, past the trees,
We dreamed of growing with great ease.
No soil below, no sun above,
Just nature's spark, and human love.
Protected, nurtured, formed with care.
We chose the cells that held the flame,
With abundant nutrients to their name.
We gave them space; we let them be,
Fed by purpose, wild and free,
Becoming more than roots could bear.
No waste, no harvest, no decay,
Cell-based wisdom thriving away.
A boundless world of natural design,
Where countless pathways intertwine,
With infinite inspiration beyond compare.
Advisory Board
Prof. Avi Shpigelman
A food and bioprocess engineering expert and academician specializing in clean-label, health-oriented food technologies, non-thermal processing and functional ingredient stability.
David Hebel
A results-driven operations director driving efficiency, leading cross-functional teams, and supporting strategic growth in global settings.
Alex Davisson
A senior venture professional with expertise in chemical engineering and food R&D, integrating startups and corporations to drive open innovation strategies.
