Novella and Metaphor Foods team up to bring cell-based natural preservatives to market

Biotech startup, Novella, and Australian ingredient specialist, Metaphor Foods, have entered a strategic partnership to commercialize cell-based natural preservatives aimed at the food industry’s growing demand for clean-label solutions.

The collaboration brings together Novella’s proprietary AuraCell technology and Metaphor’s established Hela Natvance range of natural food protection systems. The goal is to deliver plant-derived antioxidant and antimicrobial ingredients that are resource-efficient, consistent, and free from waste – starting with meat and poultry applications, with plans to expand into seafood, dairy, baked goods, alternative proteins, and pet food.

“This is a long-term strategic commitment in a market with high demand for natural solutions,” commented Geoff Gordon, CEO of Metaphor Foods. “We’re integrating Novella’s solution into our natural food-protection systems to bring it to market quickly, responsibly, and effectively.”

Novella’s platform grows bioactive compounds directly from plant cells in a precision-controlled environment, eliminating the need to grow whole plants. This method reduces resource use by 99% and offers manufacturers a consistent supply of high-quality botanical ingredients without the risks associated with crop volatility. “We’re not just offering an ingredient – we’re reshaping the very definition of natural preservation for food products,” added Itay Dana, Novella’s Chief Business Development Officer & Co-founder.

According to the companies, initial lab trials carried out in Hela-Schwarz application labs showed promising results. Novella’s plant cell-derived compounds were able to replace current natural antioxidants, reduce costs, and extend shelf life by 30% in meat products. “We received impressive results,” said Gordon. “Compared to synthetic options – which face growing consumer resistance – Novella’s products not only offer clean-label benefits but also promote minimal footprint.”

The agreement between the companies includes a long-term supply plan, regulatory support, application studies, and commercialization strategy. It is valued at US$10 million over seven years based on projections for the meat industry alone. The partnership aims to secure ingredient availability, ensure manufacturing readiness, and maintain consistent quality at scale across the broader food and pet sectors in the Asia-Pacific region.

Novella was founded in 2022 by CEO Kobi Avidan, CTO Shimrit Bar-El, and Dana, each bringing expertise from business, science, and product development. The company focuses on growing nutrient-rich plant compounds in climate-resilient environments, without using whole plants, seeds, or soil.

Meanwhile, Metaphor Foods acts as the innovation and accelerator arm of Hela APAC and draws from the experience of its affiliated companies, Schwarz and Hela, which collectively bring more than 200 years of food industry knowledge. Metaphor’s core mission is to connect advanced food technologies to evolving needs across the APAC region, where the demand for natural, clean-label ingredients is growing rapidly.

The natural food preservatives market, valued at US$3.18 billion, is projected to surpass US$4.5 billion by 2033. As food manufacturers respond to consumer calls for transparency and simpler ingredient lists, many are shifting away from synthetic preservatives toward natural solutions like tocopherols and rosemary extract. However, these traditional natural preservatives can be expensive, produce off-flavors, or lack consistency, creating an opening for new alternatives like Novella’s.

Dana said the team is in the final stages of scaling production and validating batch-to-batch consistency, with plans to launch commercially by early 2026. “These activities are part of our execution plan to guarantee full readiness,” he noted.