Private label as a proposition
For Klaas Puul, private label isn't an extension of production, but an integrated collaboration. Together with retail and industrial partners, we develop complete seafood concepts, tailored to the market, target group, and positioning.
From product specification and formulation to packaging, certification and logistics: every component is carefully designed and managed.
From catch to customer — your end-to-end shrimp partner.
For partners looking for more than a supplier
Our private label proposition has been developed for organisations that want to gain control over their product range and their supply chain. For parties who expect a seafood specialist to think along, look ahead, and take responsibility at every step of the process.
Control of clothing as a foundation
We work with controlled chains, clear specifications and demonstrable processes. From sourcing to processing and distribution: every link is designed for reliability, compliance and continuity. Sustainability, traceability and certification are not separate elements, but integrated into our way of working. In this way, we support partners in realising responsible, future-proof private label concepts.
Developing together, responsible together
Private labelling requires close collaboration. Our teams work with clients daily on development, optimisation, and innovation, with a focus on quality, cost control, and market development. Short communication lines, substantive knowledge, and practical experience make the difference.
Aluminium Tray
Bulk bags frozen
Bulk chilled
Boxes
MAP Trays
Pillow bags
Pots
Round dishes
Standing bags
Vannamei shrimp
Pacific white shrimp
Cooked Argentine prawns
Pleoticus muelleri
Tiger prawns 'Black Tiger'
Giant tiger prawn
Squid / Calamari
Dosidicus gigas / Uroteuthis duvaucelii / Illex illecebrosus / Doryteuthis pealeii
Nordic / Oregon prawns
Pandalus borealis / Pandalus jordani
Mussels
Mytilus edulis / Mytilus chilensis
North Sea / Dutch / Grey shrimp
Crangon crangon
Crayfish
Procambarus clarkii
Pink prawns
Penaeidae
Surimi (imitation crab)
Seafood mix
Foodservice
For foodservice, we supply seafood that is carefully processed and performs reliably. Fresh or frozen, always focused on consistent quality, ease of use, and security of supply.
Retail
Together with retail partners, we develop seafood concepts that align with consumer expectations, shelf strategy, and regulations. From product and packaging to positioning: from concept to shelf.
Industry
For industrial applications, we offer controlled seafood solutions with a focus on continuity, specifications, and reliable delivery. Organised efficiently, with attention to quality and sustainability throughout the chain.
Klaas Puul
Klaas Puul is our premium brand for retail, foodservice, and professional applications across Europe.
Under this name, we bring together the highest level of quality, craftsmanship, and reliability, rooted in decades of experience in shrimp and seafood.
PUUL'S
Retail brand for European supermarkets.
PUUL’s has been developed for the retail market. Accessible, reliable, and aligned with consumer expectations, with the same quality foundation as our professional products.
Discuss your requirements with our team
Contact our team for a personal discussion about your packaging needs.