Comparing Picard and Thiriet solely on the price per kilo ignores half of the subject. The two frozen food brands target distinct customer segments, with pricing policies, product ranges, and distribution methods that only partially overlap.
Price per kilo of frozen foods: the trap of variable weight
The main point of friction between Picard and Thiriet does not lie in the displayed price difference, but in the packaging formats. A bag of frozen vegetables at one may weigh significantly more or less than its equivalent at the other, making linear (or online) comparisons misleading.
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Only the unit price per kilo allows for a reliable comparison. Recent public recommendations also push for standardized price per kilo displays so that consumers can identify the least expensive option despite different formats. As long as this display is not systematic on the online catalogs of both brands, we recommend recalculating manually.
On raw products (plain vegetables, fruits, uncooked fish), price differences between Picard and Thiriet can be pronounced. The Que Choisir survey noted marked differences specifically in this category, where the added value of processing is minimal. To determine who is cheaper between Picard and Thiriet, it is therefore necessary to reason by product family rather than on an overall average basket.
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Range of frozen ready meals and desserts: two product philosophies
Picard structures its catalog around a rapid turnover of references, particularly for ready meals and desserts. The brand focuses on seasonal products and limited editions that generate traffic in-store and on social media. This rotation strategy explains why some viral references disappear after a few weeks.
Thiriet adopts a different positioning. Maison Thiriet, founded in 1902, relies on a more stable catalog with recipes that remain in the range for a long time. Thiriet’s frozen ready meals favor regional recipes and communication oriented towards family tradition.
The two brands do not compete on the same ground when it comes to desserts and ice creams. Picard offers a wider range of individual desserts and ice creams, while Thiriet focuses its offer on family-sized formats and shareable pastries.
- Frozen pizzas: Picard frequently updates its recipes with trendy toppings, while Thiriet sticks to thick crust classics
- Frozen vegetables and fruits: both brands cover the basics, but Thiriet offers more references in fruits for baking (raspberry pieces, bulk red fruits)
- World cuisine dishes: Picard dominates in selection breadth, while Thiriet compensates with more generous portions on certain references
Delivery and distribution: a hidden price criterion
The question of price is not limited to the label in-store. The cost of home delivery can alter the pricing advantage from one brand to another. Thiriet has historically built its model on direct delivery, with a network of delivery drivers covering part of the territory. The brand also offers in-store pickup and click and collect.
Picard has long relied on its network of physical stores before developing its delivery service. The Picard store network remains significantly denser in urban areas, which reduces additional costs for customers who travel.
For a household far from a Picard store, Thiriet may prove more competitive once delivery fees are factored in. Conversely, in city centers, direct access to a Picard store eliminates this extra cost. The chosen purchasing method weighs as much as the catalog price on the final frozen food budget.
Nutritional quality and selection of frozen foods: beyond the Nutri-Score
Both brands display the Nutri-Score on an increasing share of their frozen products. However, INRAE has noted a slight disengagement of certain national brands from the Nutri-Score, making label reading more complex when comparing private label references (Picard, Thiriet) with third-party products.
On plain frozen vegetables, the nutritional quality is almost identical between the two brands: the freezing process preserves nutrients comparably. The difference lies in ready meals, where the ingredient lists vary significantly.
- Thiriet communicates about the absence of palm oil in the majority of its recipes
- Picard highlights a selection of organic products in a dedicated section
- Both brands offer gluten-free and vegetarian ranges, but with uneven depth of offerings
Comparing the quality of frozen foods requires reading the ingredient list, not just the Nutri-Score. A Picard ready meal rated B and a Thiriet meal rated B can have very different compositions in terms of salt, saturated fats, or additives.
Ultimately, the choice between Picard and Thiriet depends on three variables that each household must weigh: the geographical proximity of a store or delivery area, the type of frozen products purchased (raw or prepared), and the sensitivity to product range renewal. Neither brand dominates the other across all criteria simultaneously.