From 26 October 2026, five of Picard’s best-known bakery and pastry products will be available in more than 150 Sainsbury’s stores across the UK, marking a major step in the French frozen-food leader’s international growth.
UK shoppers will be able to discover a selection of Picard favourites in Sainsbury’s frozen aisles: All-Butter Croissants, Mini Croissants, Mini Pains au Chocolat, Rustic Baguettes and Pastéis de Nata.
The range brings together Picard’s distinctive combination of quality, convenience and authentic taste. The breads and pastries are made in France using high-quality French wheat and free-range eggs, while the Pastéis de Nata are produced in Portugal to the traditional recipe.
The launch responds to growing consumer demand for food that combines ease, quality and more responsible consumption. For Picard, freezing is not a compromise on quality, but a way of preserving taste and nutrients while enabling consumers to use only what they need, helping to reduce food waste at home.
The partnership forms part of Picard’s broader international expansion strategy. Already present in 19 countries, the company is building its growth outside France by working with leading local retailers and offering carefully selected products adapted to each market.
“Launching in more than 150 Sainsbury’s stores is an important milestone for Picard in the UK. It 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,” commented Cecile Guillou, CEO, Picard Group.
“At Picard, we believe frozen food offers a powerful response to what consumers increasingly expect: uncompromising quality, everyday convenience and less food waste. Our partnership with Sainsbury’s is a fantastic opportunity to introduce more UK consumers to our unique expertise and our vision of great food.” added Maxime Margain, International Director, Picard.
