Morrisons is introducing its own version of discounted items akin to the popular “middle aisle” offerings by competitors Aldi and Lidl.
The supermarket chain aims to compete with the German rivals in the midst of a price war in the grocery sector due to the ongoing financial strain faced by consumers.
As millions of households have turned to discount retailers for cost-effective shopping options, Aldi and Lidl have emerged as prominent players, frequently topping lists of the most economical supermarkets. Their middle aisles, featuring rotating special deals, have become a significant attraction, often leading to long queues outside their stores and viral social media posts showcasing bargain finds.
In response to slowing sales during the Christmas season and a reported loss of £381 million in 2025 while maintaining stable core earnings, Morrisons executives have confirmed the adoption of a new strategy.
Recent data shows that Morrisons’ market share declined to 8.5% in the 12 weeks leading up to December 28, following a previous overtaking by Aldi in 2022, suggesting that Lidl might be next in line.
The decision to introduce discounted items comes as British supermarkets lower prices on numerous daily essentials and close underperforming outlets, compelled to rethink their approaches as Aldi and Lidl reshape consumer shopping habits.
Facing challenges such as matching the discounters’ price models and coping with rising labor costs, transportation expenses, and energy bills, traditional UK supermarkets are under pressure to sustain profitability.
Morrisons is countering the competition with its discounted line, “When It’s Gone, It’s Gone,” which it plans to expand. Emulating Aldi and Lidl’s successful middle aisles, Morrisons will rotate exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning supplies.
Initially launched in the summer of 2024 across 450 stores, the “When It’s Gone, It’s Gone” range faced logistical hurdles related to bulk purchasing and supplier constraints, leading to a temporary halt. The relaunch in November before Christmas resulted in a 10% surge in merchandise sales, as per reports.
Morrisons anticipates that the discounted offerings will not only drive sales but also boost foot traffic in stores, encouraging customers to spend more on groceries while taking advantage of discounted additional items.
Chief Executive Rami Baitiéh expressed optimism about Morrisons’ future, emphasizing the positive impact of the discounted range while highlighting the company’s drive for continuous improvement.