Lidl links up with London charcuterie business Cannon & Cannon

London charcuterie business Cannon & Cannon has bagged a “six figure” deal to sell cured meats in Lidl stores.

The tie-up will help the firm, which trades from Borough Market, to scale up. Thanks to the cash injection it will open a new slicing and packaging facility in November.

“Like many people, I thought you couldn't make charcuterie in this country. The demand has just outstripped supply,” said Sean Cannon, who set up the business in 2011.

“It’s not a proven market yet, so this is a massive moment. We now have a major supermarket that’s saying, ‘we’re backing you to scale’. It gives us the confidence – all the way down the supply chain – to build the infrastructure [for British charcuterie],” he added.

The move marks the discount chain’s efforts to sell more British produce. Shoppers will be able to buy the meats, sourced from London, Cornwall, Kent, Wales, Scotland and Yorkshire, from Thursday.

The grocer is working with local producers and sellers to stock bespoke meats – such as fennel salami in the capital.

Lidl already sells its own-label craft beer range.

“Charcuterie is a rapidly-growing market in the UK, however, British-sourced products make up just a small percentage,” said Lidl's buying manager Thomas Bryan. “We are extremely pleased to be championing these delicious meats and support British suppliers.”