Picard Enters 150+ Sainsbury’s Stores as French Frozen Food Brand Expands in the UK

French frozen-food specialist Picard is strengthening its presence in the UK through a new retail partnership with Sainsbury’s, bringing a selection of its bakery and pastry products to more than 150 supermarkets from 26 October 2026.

The launch marks another step in Picard’s international expansion strategy, using established retail partners to introduce its products to new consumers without relying solely on its own stores.

Five Picard Bakery and Pastry Products to Launch in Sainsbury’s

The new range will be available in the frozen-food aisles of participating Sainsbury’s stores. It includes five products designed to bring French-style bakery favourites and a popular Portuguese pastry to UK shoppers.

According to the launch announcement, the breads and croissants are made in France using French wheat and free-range eggs, while the pastéis de nata are produced in Portugal using a traditional recipe.

The selection allows Picard to introduce its bakery expertise through a familiar supermarket shopping experience, making its products accessible to customers who may not regularly shop at specialist frozen-food stores.

Picard Strengthens Its International Expansion Strategy

The Sainsbury’s partnership reflects Picard’s wider strategy of expanding beyond its home market through established retail and digital grocery platforms.

The company has built its reputation in France around a broad frozen-food range, product innovation and convenience. Rather than limiting its international growth to opening standalone stores, Picard is also working with existing retailers to reach customers in new markets.

The UK launch follows another recent international development: the introduction of a selection of Picard products on Rohlik Group, a European online grocery platform serving markets in Central Europe.

Together, the partnerships give Picard additional routes to market through both physical supermarkets and e-grocery channels.

Picard says its international expansion is driven by its brand strength, product quality and the growing appeal of frozen food among European consumers.

Why the Sainsbury’s Partnership Matters

For Picard, securing shelf space in more than 150 supermarkets represents an opportunity to increase brand visibility and reach a wider UK audience.

Sainsbury’s provides an established retail network, allowing Picard to test and build demand for its products through an existing grocery infrastructure. This approach can offer a different route to international growth compared with investing in a new network of company-owned outlets.

The partnership also highlights how food brands can expand geographically by working with local retail operators that already have established customers, distribution systems and store networks.

For supermarkets, introducing distinctive international food brands can help broaden product choice and differentiate their frozen-food ranges.

The financial terms of the partnership have not been publicly disclosed in the available announcement.

Frozen Food and Convenience Drive Retail Innovation

Frozen food has an important role in modern grocery retail, offering consumers flexibility in how and when they use products. Bakery items are particularly suited to this format because shoppers can keep them frozen and prepare them when needed.

For Picard, this provides an opportunity to bring its bakery range to more households while building on the convenience associated with frozen products.

The company has also highlighted the potential for frozen food to help households use only what they need, potentially reducing food waste.

The Sainsbury’s launch places Picard within a competitive UK grocery market where retailers continue to balance familiar everyday products with differentiated international offerings.

What This Means for International Food Brands

Picard’s UK expansion offers a useful example of how established food brands can enter or strengthen their position in overseas markets.

Instead of relying exclusively on standalone outlets, businesses can explore several growth channels, including supermarket listings, distribution agreements, online grocery platforms, franchise partnerships and licensing arrangements.

Each model has different investment requirements, operational responsibilities and levels of control. A supermarket distribution agreement, for example, can provide access to an existing customer base, but it is not the same as opening a franchised store network.

For food manufacturers and brands considering international expansion, the key questions include product-market fit, retail partner selection, supply-chain capability, pricing, food regulations and the ability to maintain consistent quality across markets.

Picard’s partnership with Sainsbury’s demonstrates how a well-established brand can use existing retail infrastructure to increase its international reach.

The Road Ahead

From 26 October 2026, shoppers will be able to find the selected Picard bakery and pastry products in more than 150 Sainsbury’s stores across the UK.

The launch adds another route to market for the French frozen-food specialist as it continues to develop its international presence through retail and digital grocery partnerships.

Whether this distribution strategy leads to a broader product range or further UK expansion remains to be seen. For now, the agreement marks a significant new step in Picard’s efforts to bring its frozen-food offering to more European consumers.

Franchise Elect Insight: International expansion does not always begin with opening new outlets. For food brands, partnerships with established retailers can provide a practical route to market entry, stronger brand visibility and access to new customer segments.

Source-Picard Surgelés