By Leslie Berton
Go-To-Market Expert | Scaling Growth Between the UK and France
21 July 2025
Frozen food doesn’t usually make headlines.
But when France’s most iconic frozen brand quietly begins courting the British market — cautiously, creatively, and without a single store of its own — there’s a powerful business story to unpack.
This isn’t just about dinner. It’s about reframing a product category, navigating cultural resistance, and redefining what “premium” looks like in the frozen aisle.
From Parisian Freezers to British Curiosity
In France, Picard is a national staple.
With more than 1,000 stores and over 20% market share, it’s woven into daily life — as trusted as the local boulangerie. To French consumers, frozen food is gourmet, efficient, and aspirational.
In the UK, it’s a different picture.
Here, frozen food has long meant cheap, rushed, and uninspired. While Picard’s croque-monsieurs and tarte tatins offer Parisian flair, the brand’s subtle UK presence — via Ocado, M&S, and Tesco — hasn’t yet made it a household name.
And here lies the opportunity: reframing frozen, the Picard way.
The Real Challenge: Changing Perception
Frozen food in Britain still struggles with reputation. It’s seen as plan B — quick fixes, not culinary moments. Picard’s challenge is not just marketing — it’s cultural reframing.
To grow, Picard must evolve from imported curiosity to category leader.
But first, it must address some clear roadblocks.
Key Risks Picard Faces
- Brand Confusion: No dedicated UK website. Minimal UK-focused messaging. Unclear positioning.
- Compliance Missteps: A 2020 allergen recall due to French-only labels set back early trust-building efforts.
- Cultural Mismatch: French slogans like “deep freezing is the future” don’t speak to UK shopper psychology.
- Low Visibility: No flagship store, no consistent UK-facing content, and no full control of its own narrative.
What Picard Must Do Next
To scale in the UK, Picard needs a Go-To-Market reset rooted in local insight:
1. Own the Niche
2. Speak British
Shift messaging from French heritage to British benefit:
“Restaurant-quality meals. Ready in 10. No stress.”
Launch a UK Shopify site with a “Starter Pack” of six curated frozen bistro dishes.
Feature British voices — foodies, chefs, and working parents — to demonstrate real-world proof and resonance.
5. Create an Experience
The Vision: A “Netflix of Frozen Cuisine”
What if Picard became the “Netflix of Frozen Food” in the UK?
Curated. Premium. Delightfully discoverable.
A subscription-based brand that blends convenience with European flair — all without sacrificing authenticity or quality.
With the right positioning and digital-first strategy, Picard could lead a frozen food renaissance in the UK, just as it has in France.
Final Word
Frozen food isn’t broken in the UK — it’s just underimagined.
Picard now has a rare window to tell a better story, one where gourmet meets convenience, and where freezer doors open to culinary surprise.
The only question that remains:
Will they seize the opportunity — or stay a frozen secret?
Want to Explore This for Your Brand?
Whether you’re part of the Picard team — or working on your own UK/France expansion — I can help you apply the same GTM filter I used here to stress-test your strategy.
Book a 15-min clarity call to explore your options.
Want me to audit your Go-To-Market plan for the UK or France?
Just send your company name and I’ll run it through my strategic lens.
Let’s turn international complexity into clear, confident growth.
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