Jolly Moss reimagines nutrition

Milwaukee-based Jolly Moss, founded by mother-son duo Lori and Jack Didier, is on a mission to make healthy living more enjoyable. Their signature product, Jolly Moss Pudding, transforms organic sea moss gel—a nutritional powerhouse often lauded for its health benefits—into a creamy, flavorful pudding that’s easy to enjoy.

The journey began when Lori and Jack incorporated sea moss gel into their diets after hearing about its benefits from a physical therapist. While the gel is packed with nutrients, including minerals that support energy, appetite control, and immunity, its slimy texture and briny flavor left much to be desired. “We loved the benefits, but the taste and texture were hard to get past,” Lori recalled.

What is sea moss?

Sea moss is a type of seaweed that grows year-round in tidepools and inlets along the coastlines of Europe, North America, and the British Isles. Sea moss gel, a natural, nutrient-rich product derived from seaweed, has long been used as a dietary supplement. Typically, people mix it with water to create a puree that can be taken by the spoonful or added to smoothies.

The gel has a texture similar to aloe vera and a taste often described as briny, akin to clams or oysters. Like all seaweeds, sea moss is rich in minerals such as iodine, potassium, and calcium, as well as vitamins and protein. Many people use sea moss as a nutritional supplement to boost their immune system, aid in weight loss, and support overall health.

The popularity of sea moss is on the rise, with Whole Foods naming it a top wellness trend for 2025.

Solving the problem

Determined to make the experience of consuming sea moss more palatable, Lori and Jack, both avid home cooks, set out to create a better alternative.

Turning sea moss into something tasty was no easy feat. Lori and Jack spent months perfecting the formula, experimenting with hundreds of test batches. After much trial and error, the pair created Jolly Moss Pudding—a vegan, gluten-free, dairy-free, and soy-free sea moss pudding available in three flavors: chocolate, vanilla-maple, and strawberry. The raw pudding retains the full nutritional potency of sea moss, and is meant to be consumed in small servings, just like traditional sea moss gel.

“Unlike other products in the sea moss industry—gels, powders, and gummies—our pudding is a completely unique offering,” Lori explained. “It’s smooth, velvety, and delicious, without any ocean-y taste. People are often surprised by how much they enjoy it!”

The chocolate pudding, their flagship flavor, has been described as reminiscent of classic lunchbox-type pudding, with a rich finish attributed to organic cacao and a touch of oat milk powder. All Jolly Moss flavors are made at a commercial facility in Glendale.

The duo sources their sea moss from St. Lucia, known for its pristine waters.

“We work directly with a farmer there, ensuring our sea moss is sustainably harvested and supports a small business,” she said. “Each batch undergoes rigorous safety testing for heavy metals and bacteria before making its way into Jolly Moss products.”

Meeting demand and overcoming challenges

Launched in November 2023, Jolly Moss has quickly gained traction. The product is available online and at all Outpost Natural Foods locations, where the company has provided custom-branded freezers to ensure proper storage.

However, scaling remains a challenge due to the pudding’s frozen storage requirements. “We’re exploring high-pressure pasteurization to extend the product’s shelf life without compromising its raw nutritional benefits,” she said. This advancement would enable Jolly Moss to expand into larger retail markets across the country.

As demand grows, the company aims to position Jolly Moss as a leader in the space, offering an accessible way to incorporate the nutritional supplement into daily routines.

With innovation at its core, Jolly Moss is turning an age-old superfood into a modern option for wellness seekers.

To learn more about Jolly Moss and its products, connect with the company here.