Picnic Zure Room

Picnic Zure Room (sour cream) is a private-label dairy product offered by the online supermarket Picnic. The brand Picnic was founded in the Netherlands in 2015 as a tech-driven grocery delivery service, aiming to disrupt the traditional supermarket model by using small electric vehicles and efficient routing.

While Picnic is a Dutch company, the production of their dairy line is typically outsourced to major domestic dairy cooperatives such as FrieslandCampina or other specialized Dutch dairy manufacturers to ensure local freshness and quality. This keeps the supply chain short and sustainable, which is a core part of the brand's identity.

As of the mid-2020s, Picnic remains a privately held company with significant investment from various parties, most notably the Bill & Melinda Gates Foundation Trust. The brand has expanded beyond the Netherlands into Germany and France, maintaining its headquarters in Amsterdam.