Morrisons is rolling out its own version of “middle aisle” discounts to compete with budget rivals Aldi and Lidl.
The supermarket chain is aiming to challenge its German competitors as all supermarkets engage in a fierce price battle amidst the ongoing cost of living pressures. Many households have shifted to discount retailers for more affordable groceries, household items, and weekly special buys. Aldi and Lidl have particularly benefited from the trend, consistently ranking as the cheapest supermarkets according to consumer experts at Which? magazine. Their rotating middle aisles have become a popular attraction, drawing long queues outside stores and generating viral social media chatter.
Morrisons executives have confirmed this new strategy following a slowdown in sales over the Christmas period. The supermarket reported losses of £381 million for 2025, with flat core earnings, as noted by The Sun.
Recent data shows that Morrisons’ market share fell to 8.5% in the 12 weeks leading up to December 28. Having already been surpassed by Aldi in 2022, it seems Lidl is poised to overtake Morrisons next.
This development comes as supermarkets nationwide slash prices on numerous everyday items and shut down underperforming branches. The traditional supermarkets are reevaluating their approaches as Aldi and Lidl continue to redefine consumer shopping habits.
In response, Morrisons is fighting back with its discount range named “When It’s Gone, It’s Gone,” which it plans to expand. The supermarket aims to emulate Aldi and Lidl’s middle aisles by 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 initially introduced in the summer of 2024, rolled out to 450 stores. However, due to challenges in bulk buying and supplier issues, the supermarket had to pause the initiative. It was relaunched in November, just in time for the holiday season, resulting in a 10% increase in merchandise sales, according to The Sun.
Morrisons is optimistic that this budget-friendly push will not only drive sales but also attract more foot traffic to its stores, encouraging customers 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.”