Raymond Picard founded it as an ice-supply business, to provide households with blocks of ice prior to the advent of home refrigerators.

Today, Picard is owned jointly by Aryzta (49%) and Lion Capital (51%), and commands about 20 percent of the French frozen food market.

The variety of the food is a major selling point, which beyond frozen fruit, vegetables, meat, and fish include options such as minced ginger, various chopped herbs, sauteed shallots, peeled chestnuts, wild mushrooms, pumpkin puree, and various sauces such as beurre blanc.

Frozen prepared foods are also large sellers, including items like croissants, brioches, salads, galettes, hors d'oeuvres, entrees, and various desserts.

[12] In Japan, the brand is positioned as an upmarket food retailer, with stores in the most prestigious neighborhoods of Tokyo and prices on average 40% higher than in France.