McEnnedy American Way Pastrami

McEnnedy American Way is a private label brand created and owned by the German discount supermarket giant Lidl. Designed to evoke an American aesthetic, the brand focuses on 'American-style' products such as burgers, donuts, and pastrami. While the branding is heavily American-themed, the origin of the brand is German, and it was established by Lidl specifically for its European markets.

Manufacturing of McEnnedy products typically occurs within the European Union, specifically in Germany, where Lidl's supply chain is most robust, leaning on local meat processors to meet their private label specifications. As an internal brand, it is governed by Lidl Stiftung & Co. KG, headquartered in Neckarsulm, Germany. Ownership remains entirely with the Schwarz Group, which operates Lidl and Kaufland globally.