Morrisons is introducing its own version of bargain deals typically found in the “middle aisles” to compete with discount supermarket rivals like Aldi and Lidl.
The supermarket chain is aiming to challenge its German competitors as the industry faces a fierce price war amidst the ongoing financial pressure on consumers.
Many households have turned to discount retailers for cost-effective groceries, household essentials, and unique “special buy” items. Aldi and Lidl have seen significant success in attracting customers with their middle aisle offerings, often causing queues and gaining attention on social media.
Morrisons executives have confirmed this new approach following a slowdown in sales during the Christmas period, with the supermarket reporting losses of £381 million in 2025 while maintaining flat core earnings, according to reports from The Sun.
Recent data shows that Morrisons’ market share fell to 8.5% in the 12 weeks leading up to December 28, with Aldi surpassing the supermarket in 2022, and Lidl poised to do the same.
The shift in strategy by supermarkets, including slashing prices on numerous everyday products and closing underperforming stores, comes as they strive to adapt to the changing shopping behaviors influenced by Aldi and Lidl.
Traditional British supermarkets are facing profit challenges as they try to match the low-cost model of discounters while dealing with increased labor costs, transportation expenses, and energy bills.
In response, Morrisons is rolling out its discounted range called “When It’s Gone, It’s Gone” and plans to expand this initiative. The supermarket aims to emulate Aldi and Lidl’s middle aisle concept, offering exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning supplies.
The “When It’s Gone, It’s Gone” range was first introduced in the summer of 2024 across 450 stores, with items refreshed every three weeks and presented on wooden crates to create a budget-friendly market-like atmosphere.
Despite initial challenges with bulk buying and supplier issues, the supermarket relaunched the range in November, resulting in a 10% increase in merchandise sales, as reported by The Sun.
Morrisons anticipates that this focus on bargains will not only drive sales but also attract more customers to its stores, encouraging them to spend on groceries while taking advantage of discounted extras.
Chief Executive Rami Baitiéh expressed optimism about this period for Morrisons, highlighting the positive impact of the bargain range and emphasizing the company’s continuous drive for improvement.
