Family size logs sold from 8 euros: the French are already flocking to this well-known store

In France, the pastry or iced log is “the” star of end-of-year tables. And this year again, everyone will rush to a particular store to buy this much-loved dessert. For what ? There is something for everyone, from red fruit logs to chocolate logs, including more original recipes, such as a log “lemon meringue style”, or even perfume “Belle-Hélène pear”. In total, the brand is selling 25 different logs this winter of 2025: enough to satisfy the whole table, from grandparents to grandchildren. And then, because the quality-price ratio is excellent. Count between 7.99 euros and 19.99 euros for 8-part logs, all made in France. The only exception: the novelty of the year, a Dubai chocolate-style pastry log, sold for 28.99 euros each.

Far from resting on its laurels, the store renews itself every year, imagining new recipes, always in tune with the times. In 2025, the brand is offering 11 innovations, including a pastry log inspired by the Dubai chocolate trend, composed of chocolate mousse, pistachio cream and crispy angel hair. For the little ones, the brand has also provided a special log for children: the “Christmas Night” log. Two dark chocolate and vanilla ice creams, a cocoa brownie and a caramel coulis are housed in this gourmet dessert, with a very neat visual appearance. If the brand offers so many different varieties, it is because it knows that this plays an important part of its turnover. In fact, the Christmas period alone represents 23% of this store’s turnover, or more than 1.8 billion euros! Of course, the brand does not only sell logs: it also offers a whole savory range, catering style.

You might have guessed it: we are not talking about a fashionable pastry, but quite simply… Picard! With more than 2 million frozen logs sold every year for around ten years, the brand has established its creations in the hearts of the French. And since November 17, 2025, the pastry and ice cream logs have arrived on the shelves.

How to explain such popularity? Beyond the impressive choice that will satisfy all tastes, they are very practical. Rather than reserving their log in store and picking it up the day before New Year’s Eve, the customer can buy it whenever they want, and keep it in the freezer.

For a decade, success has been achieved year after year for the brand specializing in frozen foods. Depending on the brand, “one in three customers buys a Picard log the week before Christmas”.