Morrisons is introducing its own version of special offers, commonly known as “middle aisle” deals, in a move to compete against budget supermarket rivals like Aldi and Lidl.
The supermarket chain aims to challenge its German counterparts as grocery stores engage in fierce price competition amidst ongoing financial strains on consumers.
Many households have switched to discount retailers for more affordable groceries, household items, and weekly exclusive deals. Aldi and Lidl have seen significant success in this market, often being recognized as the most cost-effective supermarkets by consumer experts. Their rotating middle aisles have gained popularity, attracting long queues and generating viral content on social media.
Morrisons executives have confirmed this new approach following a sales slowdown during the Christmas period, with the supermarket reporting a £381 million loss in 2025 while maintaining flat core earnings, according to reports from The Sun.
Recent data shows Morrisons’ market share declined to 8.5% in the 12 weeks leading up to December 28. Aldi surpassed Morrisons in 2022, and it appears that Lidl is set to follow suit.
This strategic shift coincides with widespread price reductions on everyday items and the closure of underperforming stores by supermarkets across the UK. To keep pace with Aldi and Lidl’s low-cost model, traditional British supermarkets are under pressure to reassess their business strategies, considering factors such as increased labor costs, transportation expenses, and energy bills.
In response, Morrisons is fighting back with its discount line, “When It’s Gone, It’s Gone,” which is set to expand. The supermarket plans to replicate Aldi and Lidl’s middle aisle concept, offering exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning products.
The “When It’s Gone, It’s Gone” range was initially launched in the summer of 2024 across 450 stores. Although there were initial challenges with bulk buying and supplier issues, the range was relaunched in November, just in time for the holiday season, resulting in a 10% increase in merchandise sales, as reported by The Sun.
Morrisons anticipates that this value-focused approach will not only drive sales but also increase foot traffic in stores, encouraging customers to spend more on groceries while taking advantage of discounted supplementary items.
Chief Executive Rami Baitiéh expressed optimism about Morrisons’ performance, attributing positive results to the impact of the bargain range. However, he emphasized the company’s ongoing commitment to improvement and growth.