Morrisons is set to introduce its own version of special deals, commonly known as the “middle aisle,” in a bid to compete with discount rivals Aldi and Lidl.
The supermarket chain aims to challenge its German competitors as grocery stores engage in fierce price battles amidst the current economic strain on consumers.
Many households have turned to discount retailers for cost-effective groceries, household items, and weekly special products. Aldi and Lidl have emerged as top performers in the face of rising grocery costs, consistently ranking high on lists of the most budget-friendly supermarkets. Their regularly changing middle aisles have attracted significant attention, leading to queues outside their stores and viral social media posts showcasing their unique offerings.
Morrisons executives have affirmed this new strategic approach following a decline in sales over 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 indicates that Morrisons’ market share decreased to 8.5% in the 12 weeks leading up to December 28. Having been surpassed by Aldi in 2022, it appears that Lidl is now poised to overtake Morrisons.
This move comes as supermarkets nationwide slash prices on numerous everyday items and shutter underperforming outlets. They are compelled to reassess their tactics as Aldi and Lidl continue to revolutionize shopping habits in the UK.
Traditional British supermarkets are grappling with reduced profits as they strive to match the low-cost model employed by discount retailers, all while grappling with elevated labor expenses, transportation costs, and energy bills.
In response, Morrisons is expanding its discount range, “When It’s Gone, It’s Gone,” and aims to replicate 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 launched in the summer of 2024, rolled out to 450 stores, and featured a plan to refresh items every three weeks, presented on wooden crates to evoke a budget-friendly, market-style ambiance. However, challenges with bulk buying and supplier issues prompted a temporary halt. The range was relaunched in November, just in time for the holiday season, resulting in a 10% surge in merchandise sales, as reported by The Sun.
Morrisons anticipates that this push for bargains will not only drive sales but also increase foot traffic in stores, encouraging customers to spend more on groceries while taking advantage of discounted extras.
“This signifies a positive period for Morrisons,” stated Chief Executive Rami Baitiéh, emphasizing the impact of the discount range. “However, we are not content, and we will strive for more. This is our mindset.”