French frozen-food retailer Picard is expanding the reach of its branded products in the UK through listings at Sainsbury’s.
Starting 26 October, a selection of Picard products will be available in more than 150 Sainsbury’s stores.
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Picard already sells branded products through UK online grocer Ocado.
The launch into Sainsbury’s follows a deal Picard has struck with Czechia-based e-commerce retailer Rohlik.
Since last week, 20 Picard products have been available through Rohlik, which operates in the Czech Republic, Hungary, Germany, Austria, and Romania.
Picard said the deals align with its “international growth strategy grounded in strong brand equity, high product quality, and the increasing appeal of frozen foods among European consumers”.
Cécile Guillou, Picard Surgelés CEO, said: “These two partnerships mark a new chapter in Picard’s international expansion. Whether partnering with a major UK retailer like Sainsbury’s or a leading European e-grocer like Rohlik, we share the same rigorous standards for quality, customer experience, and innovation.
“They enhance our brand visibility and allow us to introduce our culinary expertise to an expanding base of European consumers.”
In France, Picard runs more than 1,220 stores and offers home delivery and click-and-collect services. Internationally, it operates stores and shop-in-shop locations across Europe and Asia, alongside its online channels.
The retailer sells around 1,300 products and launches approximately 250 new lines each year. It generates annual revenue of €1.8bn ($2.03bn) and employs around 5,000 people.
Maxime Margain, Picard Surgelés international director, added: “These two launches demonstrate European retailers’ growing demand for differentiated offerings that create value within their product assortments.”
