Private label shrimp have become a strategic tool for retailers seeking greater control over margins, positioning, and customer loyalty. Within the European seafood market, the role of private label is shifting from a price alternative to a fully-fledged brand, with scope for premiumisation.
Klaas Puul approaches private label seafood as an integrated solution: carefully developed, reliably delivered, and aligned with retail chain dynamics. Not as production capacity, but as a partnership from concept to shelf.
Packaging choice determines rotation, perception, and yield
The correct packaging for private label shrimp is crucial for both commercial performance and operational efficiency.
Common packaging formats in seafood private label
- Flow-pack (100g – 2.5kg)
Efficient, scalable and suitable for high volumes in retail and wholesale - Sta-zak / stand-up pouch (200g – 1kg)
Premium appearance, reclosable and suitable for convenience-driven segments - Cardboard packaging (200g – 500g)
Strong in sustainability and storytelling, with higher brand perception on the shelf
Strategic considerations in packaging choice
- schappositie (mainstream vs premium seafood segment)
- rotational speed and shelf life
- logistical efficiency and transport costs
- consumer perception and brand story
At Klaas Puul, packaging, product, and the supply chain are always developed in coherence. This ensures consistency — and ultimately better margins.
Prawn private label market structure in retail
Private label prawns offer structurally higher margins than A-brands. In many European retail cases, these margins are over 40%, depending on positioning, packaging and segment.
Where does this margin arise?
1. Colour control and direct sourcing
By controlling sourcing, processing, and distribution, grip on costs and quality is achieved.
2. Consistent product specifications
Tight quality control prevents variation and minimises waste.
3. Efficient packaging and logistic choices
Optimisation in size and handling lowers costs per unit.
4. Premium shelf positioning
A strong product story makes price less dominant and value leading.
Klaas Puul brings these factors together in one controlled model – built on years of experience, international sourcing, and close collaboration with retail partners.
Sustainability and storytelling as distinctive value
In a market where products are becoming rapidly interchangeable, differentiation arises from demonstrable choices. Sustainability plays a key role in this – provided it is concrete and substantiated.
What works in private label seafood?
- transparent origin communication
- certified products (MSC for wild-caught, ASC/BAP for aquaculture)
- traceability throughout the whole chain
- consistent product quality
At Klaas Puul, sustainability is not a marketing layer, but part of chain management. Local teams, long-term partnerships, and strict quality processes make this demonstrable – not just on paper, but in practice.
From commodity to distinctive private label
The true value of private label prawns lies not in price, but in control. Control over quality, over the supply chain, and over how the product is marketed.
Retailers investing in this are not building an alternative to A-brands – but their own, distinctive position in seafood.
Klaas Puul supports this process as a knowledge partner, with expertise in product development, packaging, and chain management. Always with the same starting point – premium seafood, carefully developed and reliably delivered.
Why partner with Klaas Puul for private label seafood?
- proven expertise in prawns and premium seafood
- end-to-end chain control from source to shelf
- strong focus on quality, compliance and certification
- Flexible packaging solutions for retail and wholesale
- long-lasting partnerships based on trust and continuity
