Origins: Peter Möller

The history of Moller’s begins with Peter Joachim Møller (1793–1869), a Norwegian pharmacist and entrepreneur. He focused on improving the production of cod liver oil, a substance that had been used in northern Europe for centuries. 3

In 1854, Møller introduced a new steam-based extraction method to produce cod liver oil. This technique was designed to yield an oil of superior quality, taste, and consistency compared to traditional methods. That same year, he established three production facilities in Lofoten, located in northern Norway. These facilities produced approximately 20 tonnes of cod liver oil in their first year, with England emerging as a key early export market. 1

This technological innovation serves as the foundation of the modern Moller’s brand.

Expansion in the 19th century

Moller’s cod liver oil rapidly gained an international reputation. Throughout the 1860s, the product received numerous awards and medals at trade exhibitions across Europe and the United States. Following Peter Möller’s death in 1869, his production method was adopted by many other cod-liver-oil manufacturers.

His son, Frantz Peckel Möller, eventually assumed management of the company. He integrated pharmaceutical and scientific expertise with international commercial growth. In 1895, he published Cod Liver Oil and Chemistry, a significant scientific work dedicated to the subject. Moller’s products subsequently became established in markets outside Norway, including the United States.

One of the most recognizable elements of Moller’s visual identity is its green bottle.

According to the company’s Norwegian history, green bottles were introduced in 1925 after production was consolidated in Oslo. The bottle has since become one of the brand’s defining visual symbols.

Moller’s also associates the bottle with its historic emphasis on product authenticity and quality control. The brand’s modern identity retains much of this traditional packaging heritage. Alongside the bottle, the Moller’s logo traditionally features imagery associated with a girl, a cod, and the sun, giving the brand a distinctly Scandinavian and Norwegian visual identity.

In Norway, Moller’s represents more than just an omega-3 supplement brand. Its cod liver oil became deeply intertwined with Norwegian everyday life and public nutrition.

During the 20th century, cod liver oil was incorporated into Norwegian school nutrition initiatives. According to the brand’s historical account, Moller’s cod liver oil was part of the “Oslo breakfast” school project from 1929 to 1963, helping to establish the familiar Norwegian tradition of consuming cod liver oil.

The product also became particularly important during and after the Second World War, when nutritional supplements played a role in Norway’s food and health programs during reconstruction. Consequently, generations of Norwegians grew up with cod liver oil as part of their daily routine, helping Moller’s develop an unusually strong heritage position.

Although Moller’s began with traditional cod liver oil, the brand has expanded considerably as scientific and consumer interest in omega-3 fatty acids has increased.

Moller’s cod liver oil is made from the liver of Northeast Arctic cod and naturally contains omega-3 fatty acids as well as fat-soluble vitamins. The traditional product therefore occupies a somewhat different position from a generic concentrated fish-oil supplement: cod liver oil naturally contains both omega-3 and vitamins, particularly vitamins A and D.

Modern Moller’s products include:

• Liquid cod liver oil
• Flavored cod liver oil
• Omega-3 capsules
• Omega-3 products for children
• Omega-3 jelly products
• Concentrated omega-3 supplements
• Products combining omega-3 with vitamins and other nutrients

The international product range varies by country.

A major turning point came in 1990, when Peter Möller A/S merged with Orkla Borregaard A/S, now part of Orkla. 4

Today, Moller’s is associated with Orkla Health, the health-products business within the broader Orkla organization. Orkla Health describes itself as a major Nordic supplier and marketer of products in areas including omega-3, vitamins, and minerals.

This means that while Moller’s retains its identity as a historic Norwegian brand, it operates today within a much larger international consumer-health organization.

Moller’s positioning revolves around several core ideas:

Norwegian Heritage

The company strongly emphasizes its Norwegian origins and its history dating back to 1854. Its marketing connects the brand with Norway’s long tradition of cod fishing and cod liver oil production.

Omega-3

Omega-3 is now the central nutritional category associated with the brand. Moller’s products emphasize marine omega-3 fatty acids, particularly EPA and DHA.

Vitamins

Traditional Moller’s cod liver oil naturally contains vitamins A and D, with vitamin E also present in some products. The exact nutrient profile depends on the particular product.

Quality Control

Moller’s places substantial emphasis on processing, purification, and quality testing. Its international site states that its oils undergo multiple cleaning and refining steps and are subjected to quality controls throughout production.

Moller’s has an unusually strong relationship between product, packaging, and heritage. The brand’s identity can broadly be summarized as: Norway → cod → cod liver oil → omega-3 → family health → generations of use.

The dark-green bottle is especially important because it communicates continuity. Rather than presenting itself as a newly developed supplement company, Moller’s positions itself as a product with more than 170 years of history. The company celebrated its 170th anniversary in 2024.

Although Moller’s is strongly Norwegian, it is no longer exclusively a Norwegian brand. The company says its products are available in more than 30 countries, with markets across Europe and additional markets in Asia and elsewhere. 2

Its international presence includes markets such as:

• Norway
• Denmark
• Sweden
• Finland
• Germany
• Netherlands
• Belgium
• France
• Poland
• Greece
• Spain
• Czech Republic
• Estonia
• Lithuania
• Latvia
• Turkey
• Singapore
• Taiwan
• Vietnam
• And others

The precise product assortment differs between countries.

Moller’s has an international presence in Asia, including Singapore, as part of its wider international distribution network. 6

In Asian markets, the brand is generally positioned as a Norwegian/Scandinavian omega-3 and cod-liver-oil brand, leveraging its long history and association with Norwegian quality. This is an important part of the brand’s international appeal: rather than competing solely on the basis of being another fish-oil supplement, Moller’s can differentiate itself through its 1854 heritage and Norwegian provenance.

A simplified modern structure looks like this:

Orkla
↓
Orkla Care
↓
Orkla Health
↓
Moller’s

Orkla Health is responsible for the manufacture and marketing of Moller’s products, while Moller’s remains the consumer-facing brand.

• 1793 — Peter Joachim Møller is born in Røros, Norway.
• 1822 — Møller qualifies as a pharmacist.
• 1854 — Peter Møller establishes the Moller’s business and introduces his improved steam method for cod liver oil.
• 1854 — Production begins at facilities in Lofoten.
• 1860s — Moller’s cod liver oil receives numerous international awards.
• 1869 — Peter Møller dies.
• 1870 — Moller’s expands into the United States.
• 1881 — Frantz Peckel Möller takes over management.
• 1895 — Cod Liver Oil and Chemistry is published.
• 1925 — The iconic green bottles are introduced.
• 1938 — The Løren factory in Oslo is built.
• 1929–1963 — Moller’s cod liver oil participates in the Norwegian “Oslo breakfast” school program.
• 1940s — Cod liver oil becomes particularly important during wartime and post-war Norway.
• 1983 — Moller’s introduces cod-liver-oil capsules and flavored products.
• 1990 — Peter Møller A/S merges with Orkla Borregaard.
• 1995 — Moller’s Double Omega-3 is launched.
• 2004 — Moller’s celebrates its 150th anniversary.
• 2015 — Moller’s Pharma is launched.
• 2024 — Moller’s celebrates 170 years.
• Today — Moller’s is an international omega-3 and nutritional-supplement brand operated by Orkla Health.

From a branding perspective, Moller’s has several unusual advantages:

1. Extremely long heritage: Few modern nutritional-supplement brands can trace their commercial history to 1854.
2. Strong country-of-origin association: Norway is central to the brand story rather than merely being its place of incorporation.
3. A recognizable physical product: The green bottle makes the traditional product immediately identifiable.
4. A clear hero product: Moller’s Cod Liver Oil/Tran has remained its signature product for generations.
5. Cultural familiarity: In Norway, the brand is connected with childhood, schools, families, and daily routines—not simply with pharmaceutical or supplement retail.
6. Evolution without abandoning heritage: The company has expanded into capsules, flavored products, children’s omega-3, and other nutritional products while retaining its original cod-liver-oil heritage.

Today, Moller’s can best be described as a heritage Norwegian nutritional-health brand centered on omega-3. Its original product—cod liver oil—remains central, but the modern brand is considerably broader. Moller’s uses its historical credibility, Norwegian identity, and long-standing association with cod liver oil to compete in the contemporary nutritional-supplement market.

The brand’s own stated mission is closely connected with making healthy living easier and addressing nutritional needs at different stages of life. 5

1. History of Möller’s – Möller’s Omega-3 – Möller’s
2. Om Möller´s – Möller´s
3. Möller’s Omega-3 – Möller’s
4. Tax Free – Möllers
5. Om Möller’s | Historien bag tran siden 1854
6. Welcome To Mollers International – Möller’s