Road to Brussels: Jens Møller up for two


April Forristall, assistant editor

Published on
April 16, 2012

Jens Møller Products doesn’t enter the Seafood Prix d’Elite new products competition every year, but each time it does — in 2005, 2010 and 2011 — its innovative products are nominated as finalists. 

This year, the Denmark-based company has two products among the 37 finalists, Vita-All Wellness drink and Truffle Cavi-Art, in the retail category and foodservice category, respectively. As she made final preparations for next week’s European Seafood Exposition, Tove Madsen, sales manager for Jens Møller Products, talked to SeafoodSource about how the competition brings recognition and prestige to the finalists and, especially, the winners. (The Seafood Prix d’Elite winners will be unveiled immediately following Day 1 of the three-day event on 24 April.) 

Forristall: What was your reaction to being named a finalist? 

Madsen: We were very happy, and proud. It is a great honor to be named a Prix d’Elite finalist. The worldwide exposure and recognition cannot be compared to anything else in the seafood industry. We are happy to know we are making products that seafood buyers, distinguished chefs, experts and consumers find interesting.

What’s the idea behind the two products?  

The Vita-All Wellness drink was actually my son’s idea. He had been reading a report on seaweed’s healthy, and even slimming, effects. So why not develop a seaweed-based alternative to soft drinks since our company is already specialized in seaweed.

The Truffle Cavi-Art was an idea from a consumer who was looking for a decorative, lucrative and tasty truffle ingredient for pâtés and add-on product for foie gras. We tried many truffle tastes before finding the right French-originated truffle ingredient that has the right taste, bit and odeur.

How are consumer reacting to the Vita-All Wellness drink? 

Seaweed is really trendy these days, not only due to the healthy and user friendly aspects but also due to the good taste, and the stabile and very competitive price compared to other wellness drinks. Also due to the fact that seaweed is a vegetable from the sea is very acknowledged.

Consumer reactions are very positive. Consumers are always astonished at first and often they don’t believe you when you tell them that the Vita-All Wellness drink — and all our products in general — are based on seaweed. 

Will being named a finalist in the competition help with product recognition? 

Yes. We have already been contacted by potential customers we did not even know existed.

What markets are you targeting? 

Both products will launch at the European Seafood Exposition. The products will be launched in Europe first and after that the rest of the world.

The Truffle Cavi-art is primarily developed for the foodservice and industry sectors since they are professional users and see the many opportunities. The Vita-All is mainly targeting the retail sector, but also restaurants may find it very interesting.

The industrial segment is a segment that we haven’t explored much yet. But with the Prix d’Elite nomination, we hope to have a good approach.

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