Caviart

What Caviart does

Jens Møller Products ApS, trading as Caviart, is a Denmark-based, 100% family-owned producer of plant-based caviar and seafood alternatives manufactured from sustainably harvested kelp sourced from France and Norway. Founded in 1988 by biologist Jens Møller after a serendipitous home experiment produced edible seaweed beads, the company operates a four-brand portfolio: Cavi·art® (substitute for lumpfish, cod, salmon, and trout roe), Tosago® (masago/tobiko replacement for sushi), Food·art® (flavored popping pearls such as lemon for culinary decoration), and Zhrimps™ (wholly-owned plant-based shrimp alternative). Proprietary processing dries seaweed into powder and reconstitutes it with salt, spices, water, and citric acid plus only natural colorants into uniform pearls with shelf life up to 3 years unopened and no refrigeration requirement; FSSC 22000 and Kosher certifications underpin enterprise procurement.

Name

Caviart

Legal name

Jens Møller Products ApS

Website

https://caviart.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Jens Møller Products ApS (Caviart) is a Danish family-owned producer of plant-based seaweed caviar alternatives, serving European food manufacturers, foodservice operators, and retailers with brands Cavi·art, Tosago, Food·art, and Zhrimps, holding dominant Danish foodservice share and best-selling vegan caviar in Europe positioning.

Ownership category

akta.pro rank

Product category

Plant-based seafood alternatives

NAICS

Seafood Product Preparation and Packaging (3117), Seafood Product Preparation and Packaging (31171), Seafood Product Preparation and Packaging (311710), Fish and Seafood Retailers (445250)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092), Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Ready-to-Eat Seafood (Cooked Shrimp, Crab, Lobster, Surimi) (AFANALAC)

akta.pro secondary industries

Seaweed & Dried Vegetable Snacks Manufacturing (AFAKAIAI), Sushi/Sashimi-Grade & Raw Ready-to-Serve Seafood (Including Poke) (AFANALAI), Smoked & Cured Seafood (Salmon, Herring, Lox) (AFANALAD)

Keywords

• Plant-based caviar
• Seaweed pearls
• Sustainable seafood alternatives
• Vegan roe substitute
• Food ingredient production

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales - Retail: Sale of Cavi-art seaweed caviar products through retail channels including supermarkets, sold in 100g glass jars and various packaging sizes
2. Product Sales - Foodservice: Sale of seaweed caviar products to restaurants and food service providers, where Cavi-art has achieved 70-80% market share in Danish restaurants
3. Product Sales - Food Industry: B2B sales to food production companies for use as ingredients in tube caviar, plant-based tarama, ready-made dishes, and other processed foods
4. Custom Product Development: Collaborative product development partnerships with food companies to create custom caviar products (e.g., Heinz Ketchup Caviar, Labeyrie lemon pearls)

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Caviart manufactures and sells plant-based caviar, sushi pearls, flavored seaweed pearls, and plant-based shrimp alternatives made from sustainably harvested kelp. Its four core product brands — Cavi·art®, Tosago®, Food·art®, and Zhrimp™ — are produced in Herning, Denmark and sold primarily B2B to food manufacturers, foodservice operators, and retailers across Europe as sustainable alternatives to fish roe, masago/tobiko, and cold-water shrimps.

Product overview

Caviart is a 100% family-owned Danish company founded in 1988 that produces plant-based alternatives to caviar and fish roe from sustainable seaweed harvested in France and Norway. The product portfolio consists of four main brands: Cavi·art® (plant-based caviar as an alternative to lumpfish roe, cod roe, trout roe, and other fish roe), Tosago® (designed specifically for sushi as an alternative to masago and tobiko), Food·art® (flavored seaweed pearls for culinary decoration and gastronomy), and Zhrimp™ (plant-based shrimp alternative). All products are produced in Denmark at the company's own facilities in Herning and are certified FSSC 22.000. The products feature long shelf lives, require no refrigeration, use only natural colorants, and are vegan-friendly. Notable B2B collaborations include Heinz Ketchup Caviar (2019), Labeyrie lemon caviar, and Vegiar vegan tube caviar.

Differentiator

Problem solved

Functional benefit

Brands

• Cavi·Art: Plant-based caviar made from seaweed, designed as an alternative to lumpfish roe, cod roe, salmon roe, and other roe products. Available in various colors and flavors.
• Tosago
• Food·art
• Zhrimps

Products and services

• Cavi·art® Plant-based seaweed caviar made from kelp, designed as a sustainable alternative to lumpfish roe, cod roe, trout roe, and salmon roe. Available in multiple colors (red, yellow, black) colored with natural colorants. Shelf life up to 3 years unopened and 3 months after opening without refrigeration. Targets food production, foodservice, and retail customers.
• Tosago® Plant-based seaweed caviar specifically designed as a sustainable alternative to masago and tobiko for sushi and poké bowls. Vegan and Kosher certified, with no refrigeration required. Shelf life up to 18 months unopened and 1 month after opening. Sold primarily to sushi producers and Japanese-cuisine restaurants.
• Food·art® Seaweed pearls that pop in the mouth with flavor explosions. Currently available in lemon (developed with Labeyrie Fine Foods for their New Year menu), with additional flavors developed through custom partnerships (e.g., elderflower pearls for salads, shallot-and-vinegar pearls for oysters). Available in 50g glass, 500g plastic, and 3kg bucket packaging with shelf life up to 15 months.
• Zhrimp™ Plant-based alternative to traditional cold-water shrimps, replicating taste, texture, and appearance. Produced in Denmark at Caviart's own facilities using wild-grown seaweed harvested sustainably. Positioned as a vegan shrimp substitute for retail and foodservice customers.

Quantifiable outcome

• 70-80% market share in Danish restaurant foodservice
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• HeinzflagshipStrategic or Co-development Partner · 1 January 2019Developed special edition Heinz Ketchup Caviar for Heinz's 150th anniversary in 2019. The collaboration involved encapsulating Heinz ketchup in seaweed pearls as part of a competition with 150 winners. The campaign went viral and reached over 2 billion people across social media, significantly boosting Caviart's brand visibility.
• Labeyrie Fine FoodscoreStrategic or Co-development PartnerFrench fine foods chain approached Caviart to develop a lemon pearl product for their special New Year menu to accompany salmon dishes. The collaboration resulted in a successful lemon caviar product that has become one of Caviart's most popular offerings.
• VegiarcoreStrategic or Co-development PartnerSwedish partnership to develop vegan tube caviar as an alternative to traditional cod roe-based spreads like Kalles caviar. Successfully created a plant-based version for the Swedish market using Caviart's cod roe-sized seaweed pearls.
• Oyster PartnerminorStrategic or Co-development PartnerCollaborated to develop pearls with shallots and vinegar specifically designed for pairing with oysters, demonstrating versatility in flavor development.
• British Salad ProducerminorStrategic or Co-development PartnerDeveloped elderflower pearls specifically for green salad applications, expanding Food·art product line into the fresh prepared foods segment.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Good Catch Foods: Plant-based seafood brand offering vegan tuna, crab cakes, and fish fillets across US retail. Comparable as a venture-backed entrant developing multiple plant-based seafood SKUs targeting the same overfishing and sustainability value proposition as Caviart.
• New Wave Foods: Plant-based shrimp alternative company using plant proteins to replicate shellfish texture and taste. Directly comparable to Caviart's Zhrimps brand, both targeting the same foodservice and retail opportunity for sustainable shrimp substitutes.
• Ocean Hugger Foods: Plant-based seafood brand offering alternatives to tuna (Ahimi), salmon (UnTuna), and eel. Comparable as a multi-product plant-based seafood platform using seaweed and other plant ingredients with similar sustainability positioning to Caviart.
• Sophie's Kitchen: Plant-based seafood brand offering vegan shrimp, scallops, fish fillets, and crab cakes. Comparable as a plant-based seafood multi-product platform addressing similar end markets and sustainability-driven consumers.
• Seaweed & Co: UK-based sustainable seaweed ingredient supplier serving food manufacturers. Comparable as an emerging player in the seaweed-based food ingredient category addressing similar B2B customers and sustainability positioning.

Broad incumbents

• Algea (ingredient supplier): Norwegian seaweed ingredient producer supplying food, cosmetics, and agriculture industries. Comparable as a broad incumbent in seaweed processing with overlapping raw material sourcing in Norway and similar food industry customers.
• Caviar House & Prunier: Established global caviar and premium seafood retailer and producer. Comparable as a broad incumbent in the caviar category with overlapping foodservice and retail customers where Caviart's plant-based alternatives compete.

Direct peers

• Kalles Kaviar: Swedish traditional cod roe tube caviar brand owned by Orkla Foods. Directly comparable as the dominant Swedish tube caviar competitor that Caviart explicitly targets via its Vegiar partnership, competing for the same Nordic roe spread consumers.

Regional players

• Oceanfarm Nordic Seaweed: Nordic seaweed harvesting and processing company sourcing from Norwegian waters. Comparable as a regional supplier and competitor in the Nordic seaweed value chain where Caviart sources raw kelp from Norway.
• Royal Danish Caviar: Danish traditional caviar producer based in Denmark. Comparable as a direct geographic peer competing in the same Danish foodservice and retail channels where Caviart holds 70-80% market share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/caviartseaweedcaviar
• LinkedInlinkedin.com/company/jens-m-ller-products-aps
• Instagraminstagram.com/caviart_seaweed_caviar

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caviart