The CellTiter-Glo® Luminescent Cell Viability Assay Kit (Promega, Southampton, UK) was used as a homogeneous method to determine the number of viable cells in culture was based on a quantification of ATP levels. This assay was used to determine the effect of each polyphenols on cellular proliferation in each of the cell lines. Cells were seeded into white 96-well plates (Fisher Scientific, Loughborough, UK) at 2.5 x 103 cells per well and treated with each polyphenol dissolved in ethanol: quercetin, apigenin, chrysin, emodin, aloe-emodin, rhein, cis-stilbene and trans-stilbene (Sigma, Poole, UK) at concentrations between 2 - 500 µM for 24, 48 and 72 h together with ethanol vehicle controls at 0.1 % (v/v) ethanol. All treatments were performed in triplicate, in three independent experiments. Following treatments, cellular proliferation was measured as per manufacturer’s instructions. The IC50 was determined for each polyphenol in each cell line. This was defined as the treatment concentration at which 50% reduction in cellular proliferation was observed. This was calculated from a linear regression equation of each standard curve for each polyphenol with each cell line. The IC25 was also determined in order to provide treatment ranges for apoptosis detection, and cell cycle treatments, but were not used to determine the effectiveness of treatments.