Morrisons is introducing its own version of bargain “middle aisle” deals to compete with discount rivals Aldi and Lidl.
The supermarket chain aims to challenge its German competitors in the midst of a fierce price war in the grocery sector prompted by the ongoing strain on household budgets.
Many households have turned to discount retailers for cost-effective groceries, household essentials, and weekly special items. Aldi and Lidl have emerged as key players in the market, frequently ranking as the most affordable supermarkets according to consumer experts. Their rotating middle aisles have garnered significant attention, leading to long queues outside their stores and trending social media posts.
Morrisons executives have confirmed this new approach following a slowdown in sales during the Christmas period. The supermarket reported losses of £381 million in 2025 while maintaining flat core earnings, as per reports from The Sun.
Recent data shows that Morrisons’ market share decreased to 8.5% in the 12 weeks leading up to December 28. Having been surpassed by Aldi in 2022, Morrisons now faces the prospect of being overtaken by Lidl.
This strategic move aligns with a broader trend in the industry where UK supermarkets are cutting prices on numerous everyday products and shutting down underperforming outlets. They are compelled to adapt their strategies as Aldi and Lidl reshape the nation’s shopping landscape.
Traditional British supermarkets are feeling the pressure on profitability as they strive to match the low-cost model of discount retailers while grappling with rising labor costs, transportation expenses, and energy bills.
In response, Morrisons is countering with its discount line, “When It’s Gone, It’s Gone,” which it plans to expand. The retailer aims to emulate Aldi and Lidl’s middle aisles, 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, reaching 450 stores. Although the rollout faced challenges due to bulk buying and supplier issues, it was reintroduced in November, just in time for the holiday season. Since then, merchandise sales have surged by 10%, according to The Sun.
Morrisons anticipates that this push for bargains 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 additional items.
Chief Executive Rami Baitiéh expressed optimism about Morrisons’ prospects, crediting the impact of the bargain range. However, he emphasized the company’s ongoing commitment to further growth and improvement.