Performance of cells in culture conditions is a critical deciding factor for developing in vitro assays as it creates a controlled environment that mimics natural conditions. Despite its importance, cell culture presents challenges like resource-intensiveness, time consumption, sterility issues, and variability in cell phenotype. While consumable cell products on the market offer a solution to these issues, many are challenged by storage limitations or questionable authenticity. Here, we will discuss these challenges and will detail how ATCC’s new ThawReady™ Cells alleviate these issues by providing a traceable, high-quality product that can be used directly in cell-based assays without the need for pre-assay culture after thawing. Simply thaw, plate, and go!