About Picard
Picard stands as France's most beloved frozen food brand, delivering premium gourmet products that have transformed how consumers think about frozen food. With over 1,000 stores across France and growing availability in the UK through partnerships with Marks & Spencer, Tesco, and Ocado, Picard brings the sophistication of French cuisine to the freezer aisle. Voted France's favourite brand in 2014, Picard has built cult status by proving that frozen food can be genuinely gourmet, sourcing the finest ingredients and producing dishes that rival fresh restaurant-quality meals. The Picard story began in 1906 when Raymond Picard founded Les Glacières de Fontainebleau as an ice-supply business, providing households with blocks of ice before home refrigerators became common. As refrigeration technology evolved and made the ice delivery business obsolete, the Picard family recognised the need to adapt. By the early 1960s, the company had transformed into a wholesale supplier of freezers and frozen foods to the commercial sector. In 1962, the company became Etablissements Picard, with early products including chopped meat, breaded fish, spinach, and other vegetables. The modern Picard brand emerged in 1973 when Armand Decelle purchased the company from the Picard family. Under new leadership, Decelle began selling frozen vegetables from a store in Paris, establishing the retail model that would define the brand. In 1980, the company adopted the name Picard Les Surgelés along with the iconic blue snowflake logo that remains recognisable today. Facing intense competition from supermarket chains who attracted Picard's suppliers with larger volumes, the company made a strategic pivot that would define its future success. Rather than competing on price against supermarket own-brands, Picard launched its own branded line of premium frozen products, starting with vegetables. This decision to focus exclusively on quality under the Picard brand name transformed the company into a destination for discerning shoppers seeking superior frozen food. The company's ownership has evolved through several investment phases. BC Partners acquired Picard in 2005, later selling to a partnership between Aryzta (49%) and Lion Capital (51%). In October 2024, Groupe Zouari announced the purchase of Lion Capital's stake, with the sale expected to complete by Q1 2025, making Groupe Zouari the sole owner. Throughout these ownership changes, Picard has maintained its commitment to quality and its position commanding approximately 20% of the French frozen food market. Today, Picard produces approximately 700 different products, all sold exclusively under the Picard brand name. This single-brand strategy ensures consistent quality standards across the range and builds strong consumer trust. The product portfolio spans far beyond basic frozen vegetables to encompass the full breadth of French culinary tradition. The frozen vegetable range includes premium options like extra-fine green beans (the brand's bestseller, with 16 tonnes sold daily), wild mushrooms, peeled chestnuts, pumpkin purée, and various herbs. Convenience ingredients such as minced ginger, sautéed shallots, and prepared sauces enable home cooks to achieve restaurant-quality results with minimal preparation. Frozen fruit maintains fresh flavours for smoothies, desserts, and cooking. Prepared meals represent a significant portion of Picard's appeal, offering French classics ready to heat and serve. Galettes (savoury buckwheat pancakes), croque monsieurs, quiches, and gratins bring bistro favourites home. More elaborate dishes like beef bourguignon, coq au vin, and cassoulet deliver traditional French cooking without hours in the kitchen. The pastry and bakery range showcases French pâtisserie excellence. Croissants, pains au chocolat, and brioches bake to golden perfection at home. Tarte tatin, éclairs, macarons, and elaborate gateaux provide dessert options that would grace any dinner party. The ability to pull restaurant-quality French pastries from the freezer has made Picard a favourite for entertaining. Picard's UK expansion began in earnest in July 2020 when Marks & Spencer rolled out 25 Picard products, including Ham & Cheese Galettes, Mini Croque Monsieurs, and Tarte Tatin. M&S reported 85% growth in frozen sales during the first COVID lockdown, creating perfect timing for premium frozen food introduction. The partnership brought French gourmet frozen food to a retailer already associated with premium quality. In November 2023, Tesco began a trial partnership with Picard, stocking around 20 SKUs in branded bays within select stores. This mainstream supermarket availability significantly expanded Picard's UK reach beyond specialist and premium retailers. Ocado stocks a comprehensive Picard range including fruit, vegetables, pizzas, marinated meat, and pastries, offering home delivery convenience. While frozen food sometimes suffers from a negative reputation in the UK, Picard has worked to change perceptions by demonstrating that freezing can preserve quality rather than diminish it. The brand's stylish French boutiques in France feel more like delicatessens than frozen food shops, and this premium positioning has transferred to UK retail partnerships. When comparing Picard to UK frozen food options like Iceland's premium ranges, supermarket own-brands, and Cook frozen meals, Picard occupies a distinctive premium French positioning. Cook offers British-made premium ready meals. Iceland provides budget-friendly options. Picard delivers authentic French cuisine with the cachet of France's most beloved food brand. For UK shoppers seeking to bring French culinary excellence into their homes without the time, skill, or ingredients for from-scratch cooking, Picard delivers accessible gourmet frozen food that transforms everyday dining. Whether hosting a dinner party with impressive pastries or enjoying a quick but sophisticated weeknight meal, Picard proves frozen food can be truly gourmet. Using Grocefully to compare Picard prices across UK retailers ensures you find the best deals on these premium French frozen products.