Morrisons is set to introduce its own version of discounted offerings commonly found in the “middle aisles” to compete with budget-friendly rivals such as Aldi and Lidl.
The supermarket chain aims to challenge its German competitors in the midst of a fierce price battle triggered by the ongoing financial strain on consumers. Many households have turned to discount retailers for more affordable groceries, household items, and special weekly deals. Aldi and Lidl have seen significant success in attracting customers with their rotating middle aisle promotions, often causing long queues outside their stores and generating viral social media buzz.
Morrisons executives have unveiled this new approach following a slowdown in sales over the Christmas period, with the supermarket reporting losses of £381 million in 2025 while maintaining flat core earnings, as reported by the Sun. Recent data indicates that Morrisons’ market share dipped to 8.5% in the 12 weeks leading up to December 28, signaling a competitive challenge from Aldi and potentially Lidl.
This strategic shift by Morrisons aligns with a broader trend in the UK retail landscape, where supermarkets are slashing prices on various everyday products and closing underperforming outlets. The traditional players in the industry are feeling pressure to adapt to the low-cost model championed by Aldi and Lidl while grappling with rising labor costs, transportation expenses, and energy bills.
In response, Morrisons is rolling out its “When It’s Gone, It’s Gone” discount line, with plans to expand it further. The supermarket aims to replicate Aldi and Lidl’s successful middle aisle concept, offering exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning supplies.
Initially launched in the summer of 2024 and introduced to 450 stores, the “When It’s Gone, It’s Gone” range faced challenges with bulk buying and supplier issues, leading to a temporary halt. However, a relaunch in November saw a 10% increase in merchandise sales, according to the Sun.
Morrisons anticipates that this value-driven approach will not only drive sales growth but also attract more customers to its stores, encouraging them to spend more on groceries while taking advantage of discounted extras.
Chief Executive Rami Baitiéh expressed optimism about the impact of the bargain range, stating, “This marks an encouraging period for Morrisons. But we are not satisfied, and we will not be satisfied. This is our mindset.”
