Our story

It all started in 1988, with an experiment…

Jens Møller Products ApS

Innovating with Seaweed since 1988

In 1988, biologist Jens Møller initiated experiments with seaweed in his basement, intending to entertain his children. Amidst the trials, an unexpected outcome emerged: the experiment failed, resulting in the creation of small seaweed pearls. Despite initial setbacks, Jens later discovered that these pearls were edible.

Inspired by this unexpected turn of events Jens saw that the pearls had a resemblance to fish roe. Jens dove into extensive trials, taste assessments, and countless late nights to explore their potential. This pivotal moment led to the establishment of “Cavi-art,” marking the inception of his entrepreneurial journey.

Since its inception in 1995, Jens Møller Products ApS has remained committed to advancing seaweed innovation. Continuously striving to develop seafood alternatives, our company aims to elevate culinary experiences reducing humans impact on life in the oceans. Today, we proudly offer a diverse range of caviar alternatives, including alternatives to masago and tobiko, all crafted with meticulous attention to taste and quality. With our latest innovation, Zhrimps™, we have set our sights on pioneering a sustainable solution that contributes positively to the preservation of our oceans and marine ecosystems. Through ongoing research and development, Jens Møller Products ApS is dedicated to help reducing humans negative impact on environmental conservation while delighting palates worldwide.

Sound values – rooted in the Jutland soil

Jens Møller Products ApS is founded by a ‘vestjyde’ (a native of western Jutland) with close connection to the Jutland soil and is still 100% family owned. These values form the basis for the company’s ethos – we focus on our local roots.

We take long-term considerations into account when planning a strategy. We work hard every single day in order to succeed. We always focus on quality and on making a difference, and we value honesty and thoughtfulness very highly. This applies both in our production and in communication with employees, customers and consumers.

We undertook a generational change in 2013 and our modern production facilities are today located in beautiful buildings in Hi-Park just outside Herning. There is plenty of greenery in the area and at the same time, a sense of drive and innovation, that inspires us on a day to day basis. We have a loyal staff, passionate about making a difference.