Forget M&S and Waitrose, Lidl is where shoppers are heading for speciality and fine foods these days.

The discounter is overtrading by 150% when it comes to Continental cheeses and sliced cooked meats, beating Waitrose into second spot. Aldi doesn’t do too badly either, overtrading in Continental meats and cheeses by 124% and 80% respectively. In fact, both discounters have left the big four behind when it comes to the speciality and fine food market, according to the latest data from TNS.

Of course, there’s much more to speciality and fine foods than cheese and meat. Think infused olive oil, escargots and lobster bisque. Yet experts say the market is buoyant thanks to English food, with local, quality products powering growth. This year’s Speciality & Fine Food Fair is moving to a bigger hall to meet demand.