Hovis and Lidl mark 25 years of Northern Ireland supply & £7m partnership with Easter hot cross buns

(L&R) Trevor McCrum, General Manager Hovis; Kevin Duffy, Chief Commercial Officer, Lidl Ireland and Northern Ireland.

The unmistakable arrival of hot cross buns on supermarket shelves has been given a distinctly local flavour this Easter, as Lidl Northern Ireland and Belfast-based Hovis celebrate a £7 million partnership that has quietly shaped breakfast tables for more than a quarter of a century.

At the heart of the deal is a long-standing relationship that stretches back to Lidl’s very first Northern Ireland store in 1999 — a collaboration that continues to champion Belfast baking on a regional scale.

Belfast bakery at the centre of Easter tradition

This year, production is once again in full swing at Hovis’s Apollo Road bakery in south Belfast, where two varieties of the seasonal staple are being prepared for shoppers across all 44 Lidl stores in Northern Ireland.

Customers can choose between the premium Deluxe Hot Cross Buns, made with real butter and 30% fruit content, and the more traditional Connell Bakery Hot Cross Buns — both offering a taste of a classic Easter tradition rooted in local production.

25-year partnership built on local sourcing

Hovis has remained a cornerstone of Lidl Northern Ireland’s supply chain since the retailer first entered the market, reflecting a broader commitment to investing in local suppliers and agri-food businesses.

Trevor McCrum, General Manager Hovis; Kevin Duffy, Chief Commercial Officer, Lidl Ireland and Northern Ireland.

Kevin Duffy, Chief Commercial Officer at Lidl Ireland and Northern Ireland, said:

“Hot cross buns are a seasonal staple in many households across Northern Ireland and we are proud to meet that demand through our long-standing relationship with Belfast’s own Hovis.

“This £7 million contract reflects our ongoing commitment to prioritising local sourcing and our significant spend within the local agri-food industry.

“Having worked with Hovis since our first store opened in 1999, we value the heritage and quality they bring to our shelves, ensuring our customers can enjoy the very best homemade produce at market-leading value.”

A heritage brand with deep local roots

For Hovis, the partnership represents both scale and continuity, allowing the historic bakery to maintain its local identity while reaching customers across the region.

Trevor McCrum, General Manager at Hovis Ireland added:

“As a Belfast-based bakery with over 150 years of history, we take great pride in seeing our hot cross buns at the center of Easter celebrations across the country. Our longstanding relationship with Lidl Northern Ireland provides a key platform for our business, delivering scale while staying true to our local roots.

“We are delighted to continue delivering high-quality, Belfast-baked favorites to Lidl shoppers for another busy Easter season.”

Millions invested in Northern Ireland suppliers

The partnership sits within a wider strategy by Lidl Northern Ireland to support the local economy. Its latest Supplier and Business Partner Impact Report revealed the retailer procured a record £557 million in goods and services from local suppliers in the last financial year, with £413 million worth of Northern Ireland products exported to Lidl stores worldwide.

Alongside established names like Hovis, Lidl continues to nurture emerging businesses through its Kickstart Supplier Development Programme. Now in its ninth year, the initiative has seen more than £4 million invested in promoting local brands, helping companies such as Holmes Bakery, Hellbent and Slumber Jack Coffee grow their reach.

A familiar taste of Easter

For shoppers, the result is simple — a widely loved Easter staple, baked in Belfast and available across the region, continuing a tradition that blends local heritage with everyday convenience.

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At a glance

• Lidl Northern Ireland and Hovis have a £7 million supply partnership

• Hovis has supplied Lidl in Northern Ireland since 1999

• Belfast bakery produces hot cross buns for all 44 Lidl stores

• Two varieties available: Deluxe and Connell Bakery hot cross buns

• Partnership spans more than 25 years

• Lidl spent £557 million with local suppliers in its latest financial year

• £413 million of Northern Ireland goods exported via Lidl globally

• Kickstart programme has invested over £4 million in local producers

• Hot cross buns remain a key Easter staple for households