Novella Innovative Technology, a biotech startup, has joined forces with Metaphor Foods in a strategic partnership aimed at revolutionising natural food preservation. This collaboration focuses on utilising Novella’s cutting-edge AuraCel technology to produce effective, natural antioxidants and antimicrobials for food applications.
The initial target will be meat and poultry preservation, but the partnership aims to expand into petfood. The partnership is valued at US$10 million over seven years, primarily based on projections from the meat industry, with broader potential for the food and pet sectors in APAC.
Metaphor Foods, based in Braeside, Victoria, Australia, is committed to enhancing the food industry across the Asia-Pacific region. Geoff Gordon, CEO of Metaphor Foods, stated, “This is a long-term strategic commitment in a market with high demand for natural solutions.”
The demand for natural and clean-label ingredients is growing, particularly in the APAC region, which Metaphor Foods is well-positioned to address quickly and efficiently. “We’re not just offering an ingredient—we’re reshaping the very definition of natural preservation for food products,” said Itay Dana, CBDO and Co-Founder of Novella.
As part of this alliance, Metaphor Foods will assist Novella in conducting application studies and navigating regulatory pathways, paving the way for a commercialisation plan.
The market for food preservatives is currently valued at US$3.18 billion and is anticipated to exceed US$4.51 billion by 2033. As consumers increasingly prefer natural ingredients, manufacturers are shifting away from synthetic preservatives to plant-derived alternatives. While natural options like tocopherols and rosemary extract are already in use, they present some challenges, including off-flavours and inconsistent effectiveness.
Recent trials at Hela-Schwarz application labs showed promising results, with Novella’s products successfully replacing existing natural antioxidants, reducing costs, and extending shelf life by 30%. Gordon noted, “We received impressive results,” emphasising the benefits of Novella’s solutions over synthetic alternatives.
As Novella prepares for a commercial launch by early 2026, they are in the final stages of scaling production and ensuring consistency. With various challenges in the global supply chain for natural ingredients, Novella offers a stable and sustainable option for manufacturers seeking dependable sourcing.
