Morrisons is introducing its own version of “middle aisle” bargains to compete with budget rivals Aldi and Lidl.
The supermarket chain aims to challenge its German competitors as supermarkets engage in a fierce price battle amidst the ongoing financial strain for consumers.
A significant number of households have switched to discount retailers for more affordable groceries, household items, and weekly “special buy” offerings. Aldi and Lidl have emerged as major beneficiaries of the rising grocery costs, often ranking as the most economical supermarkets according to consumer experts at Which? magazine. Their rotating middle aisles have become a popular attraction, leading to queues outside stores and viral social media posts showcasing purchases.
Morrisons executives have unveiled this new strategy in response to slowing sales during the Christmas period, with the supermarket reporting losses of £381 million for 2025 while maintaining flat core earnings, as per reports from the Sun.
Recent data shows that Morrisons’ market share declined to 8.5% in the 12 weeks leading up to December 28. Aldi surpassed Morrisons in 2022, and now Lidl appears poised to follow suit.
This development coincides with UK supermarkets reducing prices on numerous everyday items and shutting down underperforming outlets. They are compelled to reassess their approaches as Aldi and Lidl continue to revolutionize the nation’s shopping habits.
Traditional British supermarkets caution that profits are under pressure as they strive to match the discounters’ cost-effective model while grappling with increased wages, transportation expenses, and rising energy costs.
Morrisons is fighting back with its discounted product line, “When It’s Gone, It’s Gone,” which it intends to expand. The company also aims to replicate Aldi and Lidl’s middle aisles, showcasing 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 and rolled out to 450 stores. Although initial challenges with bulk purchasing and supplier issues prompted a temporary halt, the range was reintroduced in November, just in time for the festive season. Since then, merchandise sales have surged by 10%, according to the Sun.
Morrisons anticipates that the emphasis on bargains will not only drive sales but also boost foot traffic in stores, encouraging shoppers to spend more on groceries while taking advantage of discounted extras.
Chief Executive Rami Baitiéh expressed optimism about Morrisons’ performance, attributing it to the impact of the budget range. However, he emphasized the company’s continuous drive for improvement and growth.
