The French frozen-food specialist will introduce five bakery and pastry products across more than 150 Sainsbury’s stores from 26 October, expanding its UK distribution and international reach.
French frozen-food specialist Picard will introduce five bakery and pastry products across more than 150 Sainsbury’s stores in the UK from 26 October 2026, marking a new step in its international expansion strategy through established retail partnerships.
The new range will include all-butter croissants, mini croissants, mini pains au chocolat, rustic baguettes and pastéis de nata. The breads and pastries are made in France using French wheat and free-range eggs, while the Portuguese-style custard tarts are produced in Portugal. The products will be available in Sainsbury’s frozen-food aisles, giving Picard access to the supermarket group’s established nationwide retail network.
The agreement represents a distribution and retail partnership rather than a franchise deal. Sainsbury’s will stock Picard products in its stores, allowing the French brand to reach UK consumers without establishing a dedicated network of Picard-branded outlets. The arrangement reflects an international growth strategy that uses local retail partners to introduce its products to new markets.
Founded in 1974, Picard has developed into a major French frozen-food retailer, offering products ranging from vegetables and bakery items to prepared meals, desserts and ice cream. The company operates more than 1,200 stores in France and has expanded into international markets through a combination of directly operated outlets, franchising and commercial partnerships with local retailers.
Franchising remains an important part of Picard’s wider business model. As of 31 March 2026, the company had more than 1,250 outlets, including over 110 franchised stores, and has outlined ambitions to increase its franchised network. Its franchise strategy focuses on extending its reach into towns and local markets where the brand does not yet have a presence. However, the Sainsbury’s agreement does not involve franchise ownership or the opening of independently operated Picard stores in the UK.
The UK listing follows Picard’s recent launch on Rohlik, a Central European online grocery platform, where 20 products were introduced. The two partnerships expand the brand’s reach through different retail channels, combining physical supermarket distribution in Britain with online grocery sales in Central Europe.
Picard said the partnerships reflect growing interest among European retailers in differentiated food offerings and support its ambition to introduce its products to more consumers internationally. The company has not disclosed the financial terms of the Sainsbury’s agreement or confirmed whether the initial five-product range will be expanded.
For Picard, the deal provides a route to strengthen its UK presence through an established supermarket network while continuing to develop its broader international business through retail partnerships and franchised outlets.
