From 26 October 2026, five Picard products will be stocked in more than 150 Sainsbury’s stores across the UK, representing the French frozen-food retailer’s most significant move into the British market to date.

The range covers All-Butter Croissants, Mini Croissants, Mini Pains au Chocolat, Rustic Baguettes and Pastéis de Nata. The bread and pastry products are made in France using French wheat and free-range eggs; the Pastéis de Nata are produced in Portugal according to the traditional recipe.

Picard currently operates in 19 countries and generates annual revenue of €1.9 billion. Its model in international markets is built around retail partnerships rather than standalone stores, with the Sainsbury’s listing a direct extension of that approach.

CEO Cecile Guillou said the Sainsbury’s launch

“reflects our ambition to accelerate internationally by building on the strengths that have driven our success for more than 50 years: product quality, innovation and unrivalled frozen-food expertise.”

The company views freezing as a food-quality and waste-reduction tool rather than a compromise, arguing that it preserves taste and nutrients and allows consumers to use only what they need.

Picard holds approximately 1,300 own-brand lines, launches around 250 new products annually and works with a network of 260 manufacturing partners.