Hellbent wins major Lidl for spicy sausages
Lidl Northern Ireland has announced the launch of its Kick Start Supplier Development Programme for 2022, welcoming applications from artisan producers across the region keen to grow their brand, build their supply network and reach more consumers.
Launching the ground-breaking programme for a fifth consecutive year, Lidl Northern Ireland also confirmed that it has signed an annual supply deal worth £340,000 with Holywood, Co Down-based spicy meat maker Hellbent, a Food member, to supply its succulent Chakalaka Boerewors to all Lidl stores within the island of Ireland on a permanent basis and for a limited summer promotion in UK stores.
The brainchild of South African-born Ulster Rugby aces Louis Ludik and Schalk Van der Merwe, Hellbent secured a coveted place on Lidl Northern Ireland’s Kick Start programme only last year.
Proving a big hit with shoppers at Northern Ireland’s fastest-growing supermarket retailer, Hellbent has grown exponentially since then and this latest deal with Lidl Northern Ireland will help propel its success even further.
Hellbent’s eye-catching products combine a delicious fusion of South African flavours quality Irish meat produce, creating a new taste sensation that pays homage to both countries and cultures.
Featuring a tasty line-up of beef and pork products, Hellbent benefited from a range of in-store promotions across 215 Lidl stores across the island of Ireland as part of last year’s Kick Start programme, proudly showcasing its Original and Chakalaka Boerewors spiced using traditional farmhouse seasoning, Hellbent Burgers, Black & White Pudding as well as seasonal festive Cranberry & Feta Sausages.
Speaking about the launch of the new 2022 Kick Start programme, Hellbent’s Louis Ludik said: “The Lidl Northern Ireland Kick Start programme has been an incredible boost for our business.
“It’s a great way for any small business to get a taste of what it takes to supply a major retailer. The programme supported us at every level – from help to upscale production and meet larger orders, to marketing and business management support and of course enabling us to reach more customers than ever with our products.
“Our full range of products were made available on limited promotion across all 215 Lidl stores within the island of Ireland which really opened up our customer base and allowed us to grow our brand into new markets. It was a very proud moment for us to go into our local Lidl Northern Ireland store and see our products rubbing shoulders with some of the bigger brand names and amazing local suppliers.
“It’s incredible to think that just 12 months later, we’ve now secured a permanent listing with our Chakalaka Boerewors – one of our most popular products. It’s an exciting time for us and we’re ‘hellbent’ on growing our business with Lidl Northern Ireland.
I would encourage any local producers in the region to apply for the Kick Start programme. Whether you need help growing your business, or if you need support in breaking into the supermarket category, or simply want to boost your export potential, Lidl Northern Ireland’s Kick Start programme has it all”, said Louis.
The Lidl Northern Ireland Kick Start programme is designed to help small and medium-sized local food and drink producers grow their brand, build their supply network and reach new customer audiences, upping their potential to open up new export opportunities.
