Picard Surgeles
Picard Surgelés is a French frozen-food retailer (founded 1906) operating owned retail stores, e-commerce (picard.fr), and mobile apps in France, Belgium, and Luxembourg — plus a Japan licensee — selling ~1,300 frozen SKUs to mass-market households via direct-to-consumer omnichannel channels, supported by a free loyalty program.
- Company typePrivate
- Founded1906
- HeadquartersFontainebleau, France
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Picard Surgeles does
Picard Surgelés is a French specialty frozen-food retailer founded in 1906 and headquartered at 1 Route Militaire, 77300 Fontainebleau, France. The company operates as a private SAS (capital €2,485,858, RCS Melun 784 939 688) with wholly-owned regional subsidiaries in Belgium (Brussels) and Luxembourg, and a licensee partnership with Ion Savour Co., Ltd. that runs 11 retail stores and an online shop in Japan. Its core offering is a curated catalog of approximately 1,300 frozen SKUs across ten categories — ice creams and sorbets, ready meals, appetizers and starters, vegetables and fruits, meat and fish, bread and pastries, desserts, world cuisine, pizzas and tarts, and grocery — supported by 700+ online recipes.
Picard operates a direct-to-consumer omnichannel model that combines owned physical stores, the picard.fr e-commerce storefront, iOS and Android mobile applications, Click & Collect, temperature-controlled home delivery (€5 fee, free above €100, €25 minimum order effective 29 Sept 2025), 24/7 vending machines (Picard Connect), and phone ordering. The technology footprint is a standard e-commerce platform integrated with inventory management for frozen goods, PCI-DSS Level 1 payment processing via a third-party provider, 3D Secure authentication, and Apple Wallet–enabled loyalty.
Commercially, Picard generates revenue primarily through one-time frozen-food product sales across retail and digital channels, with a free loyalty layer — Picard & Nous — providing points accumulation (10 per €10), -20% monthly product discounts, birthday rewards, and a no-registration access tier for in-store discounts. The company does not disclose revenue; headcount of 5,001–10,000 and a 2021 financing round of ~$2.05B indicate a sub- to low-single-digit billion euro revenue base. Customer segments span individual French households, families with children, vegetarians/vegans, organic shoppers, and world-cuisine enthusiasts, with exclusive positioning reinforced by partnerships with Magnum, Häagen-Dazs, and Ben & Jerry's alongside private labels (Fou de, Pure Sélection, Sélection Top Chef).
Picard Surgeles firmographics
Firmographics- Name
- Picard Surgeles
- Legal name
- Picard Surgelés
- Website
- https://picard.fr
- Company type
- Private
- Founded year
- 1906
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Picard Surgelés is a French frozen-food retailer (founded 1906) operating owned retail stores, e-commerce (picard.fr), and mobile apps in France, Belgium, and Luxembourg — plus a Japan licensee — selling ~1,300 frozen SKUs to mass-market households via direct-to-consumer omnichannel channels, supported by a free loyalty program.
- Ownership category
- akta.pro rank
Picard Surgeles industry classification
Industry- Product category
- Frozen Food Retail
- NAICS
- Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Ice Cream & Frozen Desserts (2024)
- akta.pro primary industry
- Frozen Entrées & Complete Meals (CRADADAA)
- akta.pro secondary industries
- Frozen Snacks & Appetizers (CRADADAD), Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL), Frozen Pizza & Flatbreads (CRADADAB), Frozen Side Dishes (Vegetables, Potatoes, Grains) (CRADADAI)
Keywords
Where Picard Surgeles is headquartered
LocationHeadquarters
- HQ city
- Fontainebleau
- HQ country
- France
- HQ region
- Europe
Offices4 records
Markets served
Picard Surgeles business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Frozen Food Product Sales: One-time purchase of frozen food products through retail stores, e-commerce website, and mobile application. Products include ready meals, vegetables, fruits, meats, seafood, pastries, ice creams, and world cuisine.
- Loyalty Program (Picard & Nous): Free loyalty program generating repeat purchases through points accumulation (10 points per €10 spent), personalized offers, birthday rewards, and exclusive discounts for members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Home Delivery |
| Other | Pay-as-you-go | Click & Collect |
| Subscription | Monthly | Loyalty Program Benefits |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Picard Surgeles product offering
Product offeringCore offering
Picard Surgelés is a French frozen food retailer that sells approximately 1,300 proprietary frozen food products across categories such as ready meals, ice creams and sorbets, appetizers, vegetables, fruits, meat, fish, bread, pastries, world cuisine, pizzas, tarts, and grocery items. The company reaches consumers through owned physical stores, an e-commerce site, a mobile application, click & collect, home delivery, and vending machines in France, Belgium, Luxembourg, and Japan (via licensee).
Product overview
Picard Surgeles is a French frozen food retailer operating a chain of stores and e-commerce platform. The company offers a comprehensive portfolio of frozen food products organized into major categories: Ice Creams and Sorbets (Glaces et Sorbets), Ready Meals (Plats Cuisinés), Appetizers and Starters (Apéritifs et Entrées), Vegetables and Fruits (Légumes et Fruits), Meat and Fish (Viandes et Poissons), Bread and Pastries (Pains et Viennoiseries), Desserts, World Cuisine (Cuisine du Monde), Pizzas and Tarts (Pizzas et Tartes), and Grocery items (Épicerie). The product portfolio includes approximately 1,300 products across these categories. The company operates an e-commerce website (picard.fr) and mobile applications for home delivery and Click & Collect services. Picard also carries partner ice cream brands including Magnum, Häagen-Dazs, and Ben & Jerry's alongside its private label ranges (Fou de, Pure Sélection, Sélection Top Chef). A loyalty program called Picard & Nous provides personalized discounts and point accumulation.
Differentiator
Problem solved
Functional benefit
Brands
- Picard&Nous: Loyalty program offering discounts, gifts, and experiences to customers.
- Picard&Nous Access
Products and services
- Ice Creams and Sorbets (Glaces et Sorbets)
- Ready Meals (Plats Cuisinés)
- Appetizers and Starters (Apéritifs et Entrées)
- Vegetables and Fruits (Légumes et Fruits)
- Meat and Fish (Viandes et Poissons)
- Bread and Pastries (Pains et Viennoiseries)
- Desserts
- World Cuisine (Cuisine du Monde)
- Pizzas and Tarts (Pizzas et Tartes)
- Grocery (Épicerie)
- Home Delivery and Click & Collect Service Delivery and pickup service allowing customers to order the full Picard frozen range online or via app for home delivery or store collection.
- Picard & Nous Loyalty Program Membership-based loyalty program providing repeat customers with tailored offers, communications, and benefits across Picard's stores and digital channels.
- Picard Mobile Application Mobile application that lets consumers browse the catalog, place orders, manage loyalty, and access home delivery and click & collect services.
Companies that use Picard Surgeles
Customer profileSegments5 records
Ideal customer profiles2 records
Picard Surgeles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Picard Surgeles partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ion Savour Co., Ltd.minorIon Savour Co., Ltd. operates as the licensee of Picard in Japan, managing 11 retail stores and an online shop. The partnership involves launching regional products like the Metsu Rigatoni Spicy Tomato Sauce, with promotional events such as the 'Summer Hot & Spicy!' fair running from June 22 to July 26, 2026.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Picard Surgeles competitors and assessment
Company assessmentDirect peers
- Findus Group: European frozen food brand (fish, ready meals, vegetables) distributed through retail; competes with Picard in branded frozen categories across the same European geographies.
- Iglo Group: One of Europe's largest frozen food brands (fish, vegetables, ready meals under Birdseye and Iglo labels), directly competing with Picard's branded offerings across continental Europe.
- Toupargel: French frozen food retailer founded in 1945 operating physical stores plus home delivery; shares Picard's D2C frozen model and customer base in regional France.
- Thiriet: Major French frozen food retailer with its own store network, click-and-collect, and home delivery; competes directly with Picard in the French frozen specialty retail market.
- Bofrost: European frozen food direct-to-consumer specialist with home delivery in France, Belgium, and several other countries; identical business model to Picard (D2C frozen meals, party foods, ice cream) and closest direct competitor.
- Eismann: European frozen-meal home-delivery specialist with operations in France and several EU markets; highly comparable D2C frozen proposition though more reliant on catalog/agent-based order capture.
Broad incumbents
- Bonduelle: French-headquartered leader in prepared vegetables (canned, frozen, fresh) including frozen vegetables, prepared mixes, and prepared meals; directly overlaps Picard's vegetables and frozen ready-meal lines as a B2B supplier competing at retail.
- McCain Foods: World's largest frozen potato and prepared-food manufacturer; broader mass-market frozen incumbent with overlapping categories (pizzas, prepared meals, vegetables) served via grocery retail rather than own stores.
- Dr. Oetker: Major German frozen food (Ristorante pizza, Lui desserts, frozen baked goods) and bakery manufacturer with broader CPG portfolio; competes with Picard in frozen pizza, desserts, and bakery categories.
- Nestlé (Frozen & Culinary): Diversified global food giant whose frozen and culinary division sells branded ready meals, pizzas, ice cream (including at Picard retail), and seafood; indirectly competes with Picard via grocery-channel distribution and directly via shared shelf in Picard stores.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Picard Surgeles social profiles
Digital presencePicard Surgeles compliance and trust
Trust signalCompliance1 record
Picard Surgeles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Picard Surgeles leadership team
Management profileNumber of profiles
Profiles3 records
Picard Surgeles subsidiaries and ownership
Company hierarchySubsidiaries2 records
Picard Surgeles funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Picard Surgeles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Picard Surgeles
What does Picard Surgeles do?
Picard Surgelés is a French frozen food retailer that sells approximately 1,300 proprietary frozen food products across categories such as ready meals, ice creams and sorbets, appetizers, vegetables, fruits, meat, fish, bread, pastries, world cuisine, pizzas, tarts, and grocery items. The company reaches consumers through owned physical stores, an e-commerce site, a mobile application, click & collect, home delivery, and vending machines in France, Belgium, Luxembourg, and Japan (via licensee).
Is Picard Surgeles a public or private company?
Picard Surgeles is a private company. It is classified as private equity controlled and is currently operating.
When was Picard Surgeles founded?
Picard Surgeles was founded in 1906. It employs 5,001 to 10,000 people.
Where is Picard Surgeles based?
Picard Surgeles is headquartered in Fontainebleau, France, in the Europe region.
How does Picard Surgeles make money?
Two revenue lines are on record. Frozen Food Product Sales are the primary driver. The others are loyalty Program (Picard & Nous).
Who are Picard Surgeles's main competitors?
Direct peers on record are Findus Group, Iglo Group, Toupargel, Thiriet, Bofrost and Eismann. Broad incumbents are Bonduelle, McCain Foods, Dr. Oetker and Nestlé (Frozen & Culinary).
Does Picard Surgeles have an API?
No public API is recorded for Picard Surgeles.
What industry is Picard Surgeles in?
Picard Surgeles's product category is Frozen Food Retail. Its primary akta.pro industry code is CRADADAA, Frozen Entrées & Complete Meals, with a secondary code of CRADADAD, Frozen Snacks & Appetizers. Its NAICS code is 311412 and its SIC code is 2030.