Picnic Private Label Grocery Range

Picnic is a Dutch online-only supermarket founded in Amersfoort in 2015. It operates on a unique 'milkman' model, delivering groceries in small electric vehicles. Over time, Picnic has expanded beyond its initial role as a distributor to launch a comprehensive range of private label products. These items are developed to offer a high-quality, cost-effective alternative to established brand names.

While the brand itself is based in the Netherlands, the manufacturing of its private label products is distributed across various European countries to ensure freshness and logistical efficiency. For instance, many of its dairy and bakery items are sourced locally within the Netherlands, while other specialized products might be manufactured in Germany or elsewhere in the EU where Picnic operates. Ownership is largely held by its founders alongside significant strategic investors, including the Bill & Melinda Gates Foundation Trust, which became a major stakeholder to support the company's sustainable delivery infrastructure.