Purely the Cleanest Choice
Packaging made from recycled ocean plastic collected by our own vessels.

Purley Prawns are among the world’s purest prawns, caught in some of the planet’s cleanest waters and harvested under some of its strictest environmental standards. They are naturally low in salt, frozen at peak freshness, and packed in recycled material made possible by ocean plastic collected by our own vessels,  a design that removes waste from the sea and returns it with purpose. A cleaner choice for the planet, for the ocean, and for human health.

The Global Challenge: A World Drowning in Plastic
Every minute, around 15 tons of plastic enter the ocean. Over a year, this rises to 9–14 million tons, damaging ecosystems, harming wildlife, and introducing microplastics throughout the global food chain. Consumers increasingly expect seafood producers to demonstrate environmental responsibility—not only in harvesting, but also in packaging, waste handling, and supply-chain integrity.

To remain relevant and differentiated, seafood brands must show real responsibility in every link of the value chain.

The Answer: Purley Prawns
Purley Prawns is the new sub-brand from Coldwater Prawns of Norway (CPN), one of the world’s leading companies in wild-caught coldwater prawns. The prawns themselves are identical to CPN’s premium flagship product—wild-caught at depths of up to 600 m in the pristine Barents Sea—but Purley elevates the sustainability story through tangible, measurable actions.

Purley stands for one simple philosophy:
Less salt. Less plastic. Less footprint.
And above all: more responsibility.

Less Salt. More Natural Taste.

Prawns require salt after catch to ensure safety, texture, and stability. However, Purley Prawns contain significantly less added salt than standard industry products. This delivers:

– A cleaner, more natural flavour

– A healthier sodium profile

– A purer expression of wild Barents Sea prawns

Lower salt demands exceptional expertise in freezing, handling, and logistics—disciplines in which CPN excels.

Packaging with Purpose: Recycled Plastic from Ocean Litter
Purley packaging consists of two layers carefully designed for food safety and environmental impact:

– An inner virgin plastic layer that protects the prawns and ensures food-grade hygiene

– An outer layer containing 60% recycled plastic, made entirely from ocean litter collected by the company’s own vessels

Through active participation in Fishing for Litter, CPN’s fleet retrieves ocean-littered plastic during regular fishing operations. This waste is returned to shore, processed, and recycled into material used in Purley’s outer packaging.

This is not symbolic recycling. It is a direct ocean cleanup, built into every single pack.

Design Expression — Purely unforgettable
The Purely Prawns packaging is crafted with the same philosophy as the product itself: clean, minimalist, and naturally elegant — a visual echo of the pristine origin it comes from. The soft-touch white surface conveys Arctic purity and calm, setting the tone for a product defined by honesty and simplicity.

Across this quiet landscape, topographic lines from Svalbard appear in high-gloss varnish — shimmering contours that trace the frozen geometry of the Barents Sea. They catch the light like ice ridges, reinforcing the cold clarity of the deep Arctic waters where the prawns are caught.

In a category dominated by loud colours and busy graphics, Purely stands out through restraint. Where others shout for attention, Purely whispers — its minimalism becoming its loudest statement. The quiet Arctic aesthetic instantly differentiates it on the shelf, creating a premium presence.

The clean white surface forms a striking contrast to Coldwater Prawns of Norway’s bold red-orange mark and the prawns’ vivid red-orange tone — a balance of softness and strength, purity and power.

A design as pure as the product it represents and the waters it comes from.

Sustainably Caught. Responsibly Managed.
Purley Prawns are harvested under the strictest environmental standards in the world, with conservative quotas, ecosystem-based monitoring, and full traceability.
CPN’s practices include:

– Responsible quota management

– Minimal ecosystem disruption

– Transparent, documented sourcing

– Energy-efficient freezing and processing

Purley is seafood with deep integrity.

Less Waste. Lower Footprint. Better Prawns.
Purley Prawns are peeled, cooked, and individually quick-frozen, offering several sustainability advantages:

No unnecessary food waste
Only the edible portion remains. No shells. No trimming. No waste.

Nutritional preservation
Rapid freezing at peak freshness locks in vitamins, minerals, and the natural taste of wild-caught prawns.

Lower CO₂ emissions
Processing and freezing at sea reduce the energy required throughout the supply chain.

Purley delivers convenience, quality, and lower environmental impact.

Emotional Benefits – Seafood You Can Feel Proud Of
Purley Prawns offer more than exceptional taste—they offer emotional reassurance. Choosing Purley means:

– Supporting cleaner oceans

– Reducing plastic pollution

– Backing one of the world’s most responsible prawn fisheries

– Enjoying a product with less salt and a cleaner, more natural profile

– Joining a circular solution rather than a linear problem

It turns a simple purchase into a meaningful action.
Purley is responsible indulgence, pure taste paired with purpose.
Rational Advantages – Sustainability You Can Measure

Purley Prawns provide clear, verifiable benefits:

– 60% recycled outer packaging, made entirely from ocean-litter plastic

– Reduced salt content compared with industry norms

– Wild-caught, from the purest waters in the world

– Strict quota-based harvesting ensures ecosystem health

– Minimal food waste through peeled, ready-to-use prawns

– Lower CO₂ footprint via efficient freezing and transport

– Full traceability with a trustworthy Norwegian origin

Purley turns sustainability into a concrete asset.

Brand Positioning: A New Benchmark for Responsible Seafood
Purley Prawns elevates Coldwater Prawns of Norway from a premium supplier to a global leader in ocean-positive seafood. One of the world’s purest prawns, caught in the world’s cleanest waters, following the world’s strictest environmental criteria, and packed with the cleanest conscience.

Why Purley Is Commercially Powerful
Purley aligns perfectly with the significant shifts reshaping the global seafood market. Retailers now require credible ESG documentation, consumers are actively choosing purity and responsibility, chefs demand sustainably sourced prawns with a clean and natural taste, and buyers are prioritising packaging solutions that support circular systems. In this landscape, Purley stands out with clear differentiation in a crowded category and a strong justification for premium positioning. Its sustainability story is not marketing—it is proven, measurable, and built into every stage of the product’s life cycle. Combined with a highly marketable Norwegian origin and real environmental impact embedded in both harvesting and packaging, Purley transcends the role of a simple product. It becomes a strategic commercial platform for growth, trust, and long-term brand preference.

Purely the Future of Seafood
Purley Prawns represent what seafood must become: pure, responsible, and deeply connected to the protection of the ocean. Wild-caught at great depths. Naturally low in salt. Packed using recycled material made possible by plastic collected from the ocean, given a new life instead of polluting the sea. Harvested with strict respect for quotas and ecosystems, and with complete transparency, Purley sets a new standard for how seafood can help heal the very waters it comes from.

From Waste to Wonder
For Purely Prawns, sustainability is both our promise and our process. Our vessels don’t just catch prawns — they collect ocean plastic along the way. That litter is brought to shore, cleaned, and recycled into our packaging.

Not just recycling — real ocean cleanup.

Caught at sea.
Recovered. Recycled. Reborn.