Tesco partners with Picard to roll out frozen food range

Tesco has rolled out a range of products from French frozen food company Picard as part of a trial partnership.

The collaboration has seen Picard-branded bays featured in select stores with sinage reading ‘Bonjour to evenings with a French touch’ and ‘Bonjour to food lovers’.

The new range includes around 20 new items on display in the supermarket giant’s frozen food aisle.

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According to IGD global insight leader Bryan Roberts, the move acts as “yet another example of UK grocers looking towards partnerships as a way of driving footfall and differentiation.”

While the products are new to Tesco’s shoppers, online-only supermarket Ocado has been stocking the French brand for several years, with a current range of 128 products from ready meals to bakery products and desserts.

This comes as Tesco is seeing an earlier than usual demand for its Christmas party food as the World Cup takes place in the winter, rather than the usual summer.

Swapping out foods such as burgers and sausages, typically consumed during the sporting event, this year the Big 4 grocer has seen early demand for Pigs in Blankets, Tempura prawns, Mozzarella Sticks, Mini Duck Spring Rolls and Cheese and Bacon Loaded Skins.



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