Morrisons is introducing its own special offers in the “middle aisle” to compete with discount competitors like Aldi and Lidl.
The supermarket chain aims to challenge its German rivals in the midst of a competitive price battle due to the ongoing financial strain faced by consumers.
Many households have turned to discount retailers for more affordable groceries, household items, and weekly discounted products. Aldi and Lidl have excelled in this environment, frequently being rated as the most economical supermarkets by consumer advocates. Their rotating middle aisles have become popular, attracting queues outside their stores and generating viral social media content.
Morrisons executives have confirmed this new approach after experiencing a slowdown in sales during the Christmas period, with the supermarket reporting losses of £381 million for 2025 while maintaining flat core earnings, as reported by The Sun.
Recent data shows that Morrisons’ market share fell to 8.5% in the 12 weeks leading up to December 28. Aldi surpassed Morrisons in 2022, and Lidl is now poised to do the same.
In response to the changing market dynamics, supermarkets nationwide are reducing prices on a variety of everyday items and shutting down underperforming stores. They are having to reassess their strategies as Aldi and Lidl continue to reshape consumer shopping habits.
Traditional British supermarkets are facing profit challenges as they strive to match the discount model of Aldi and Lidl while grappling with increased labor costs, transportation expenses, and energy bills.
Morrisons is fighting back with its discount line, “When It’s Gone, It’s Gone,” which it plans to expand. The supermarket aims to emulate Aldi and Lidl’s rotating middle aisles featuring 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 there were initial challenges related to bulk purchasing and supplier issues, the range was relaunched in November, resulting in a 10% increase in merchandise sales, according to The Sun.
Morrisons hopes that this emphasis on affordability will not only drive sales but also increase foot traffic in its stores, encouraging customers to spend more on groceries while taking advantage of discounted items.
Chief executive Rami Baitiéh expressed optimism about this new strategy, emphasizing the positive impact of the discount range on Morrisons’ performance. He also highlighted the company’s ongoing commitment to continuous improvement and customer satisfaction.