Cell Squared: The Power of Nose-to-Tail Nutrition

Share some insights with the audience on your brand story.

Cell Squared was founded in 2019 from a desire to exemplify the shift we wanted to see in natural health: a return to real food, ancestral wisdom and the foundational principles humans require to thrive.

It didn’t begin in a lab or boardroom; it began in our kitchen. While navigating a decline in her health, our co-founder Lauren discovered the nutrient density of nose-to-tail eating and began incorporating beef organs including liver, heart, kidney, & tongue into her diet.

Seeing the value firsthand, our co-founder Wade wanted to do the same. However, while working in regional Queensland and mining towns, he found fresh, certified organic organs incredibly difficult to source. Their short shelf life also made them challenging for butchers to stock consistently.

That accessibility gap became the catalyst for Cell Squared. We introduced freeze-dried beef organ supplements to our range in 2020, with certified organic sourcing and complete ingredient transparency at the heart of everything we create. Today, our products nourish thousands as more people rediscover the value of these traditional, nutrient-dense foods.

If a consumer was new to your brand, what product in your range should they start with and why?

Our personal favourite (and our most popular) product is our freeze-dried Organic Beef Spleen & Liver Capsules.

When it comes to nutrient density, few foods compare to beef organs like spleen and liver. Together, they provide a uniquely concentrated source of naturally occurring vitamins and minerals, particularly bioavailable heme iron.

They also contain four important co-factor nutrients: vitamin B12, folate, riboflavin and vitamin A, which support the body’s natural use of iron.

They’re widely used by our community to support dietary iron intake, but these foundational nutrients also contribute to energy production, mental clarity, immune system function, blood formation, oxygen transport, healthy skin and vision.

For anyone new to Cell Squared, we think they’re a wonderful introduction to the benefits of nose-to-tail nutrition in a simple, convenient form.

What is one of the highlights of the brand journey to date?

One of the biggest highlights has been creating our Spleen & Liver Capsules and seeing the impact they’ve had.

We initially launched our freeze-dried beef organ range with liver, commonly known as one of the most nutrient-dense organs. Through independent nutritional testing (a practice that continues to set Cell Squared apart) we verified its broad nutrient profile.

Around four years ago, we noticed other brands promoting beef liver as a “rich source of iron”, despite this not being reflected in the test data. It made us curious: was there another organ naturally richer in iron?

We freeze-dried a small test batch of beef spleen and discovered it was exceptionally rich in iron. Knowing iron doesn’t work in isolation, we combined spleen with a specific ratio of liver to provide four key co-factor nutrients: vitamin B12, riboflavin, folate and vitamin A.

We initially shared the capsules with aligned health practitioners and, after receiving incredibly positive feedback, introduced them to our wider community.

At the time, no other Australian (or global) brand was creating spleen and liver capsules specifically to support dietary iron intake. We’re incredibly proud that what began as a small test batch has become one of our most-loved products, nourished thousands of people and created ripples across the broader industry.

Where can we buy your product?

The best place to shop Cell Squared is through our online store at www.cellsquared.com.au, where you’ll find our complete range of beef organ supplements, organic protein powder and other consciously sourced wholefood & wellness products. We offer a low free-shipping threshold, savings on multipacks and fast dispatch from our Australian warehouse.

You can also find us in selected stores across Australia – visit our stockists page to find one near you.

If you’re interested in stocking Cell Squared, we’d love to hear from you!

Is there anything else you’d like the WellBeing / Eat Well audience to know about your brand?

We’d love people to know that Cell Squared is grounded in a genuine respect for traditional foods, thoughtful sourcing and ingredient transparency.

We’re particularly passionate about helping make nose-to-tail nutrition feel more approachable. Organ meats have been valued for generations, but they can be difficult to source, prepare and enjoy consistently. Our aim has simply been to make these foods more accessible in a modern, convenient form, while still respecting their origins.

Certified organic sourcing, HASTA certification, and independent nutritional testing are important parts of how we work. We want to understand the nutritional value of the ingredients we use and be clear about what is, and isn’t, in our products.

More broadly, we hope Cell Squared encourages people to look back to simple, foundational foods and consider what traditional practices may still have to offer us today.

Website: www.cellsquared.com.au
Become a stockist: info@cellsquared.com.au