Morrisons is set to introduce its own version of discounted “middle aisle” deals in a bid to compete with budget rivals Aldi and Lidl.
The supermarket giant aims to challenge its German competitors as supermarkets engage in a fierce price war amidst the ongoing financial strain on consumers.
A significant number of households have shifted to discount retailers for cost-effective groceries, household items, and weekly special buys. Aldi and Lidl have emerged as major beneficiaries of the surging grocery prices, frequently ranking as the most affordable supermarkets according to consumer experts at Which? magazine. Their rotating middle aisles have become a popular attraction, often leading to queues outside their stores and garnering attention on social media.
Morrisons executives have confirmed this new approach following a slowdown in sales during the Christmas period, with the supermarket reporting losses of £381 million in 2025 while maintaining flat core earnings, as reported by the Sun.
Recent data indicates that Morrisons’ market share decreased to 8.5% in the 12-week period leading up to December 28. Aldi surpassed the supermarket in 2022, and Lidl seems poised to follow suit.
This move comes as supermarkets nationwide reduce prices on various everyday items and close underperforming outlets. They are compelled to reassess their strategies as Aldi and Lidl continue to redefine the retail landscape.
Traditional British supermarkets have cautioned that their profits are under pressure as they strive to match the discounters’ low-cost model while grappling with increased labor costs, transportation expenses, and energy bills.
In response, Morrisons is fighting back with its discount range, “When It’s Gone, It’s Gone,” which it plans to expand. The supermarket seeks to emulate Aldi and Lidl by offering exclusive deals on non-food items such as toys, appliances, gardening tools, and cleaning products in its middle aisles.
The “When It’s Gone, It’s Gone” range was initially introduced in the summer of 2024 and rolled out to 450 stores. However, operational challenges related to bulk buying and supplier issues necessitated a temporary halt. The range was relaunched in November, just in time for the holiday season, resulting in a 10% increase in merchandise sales, as per the Sun.
Morrisons anticipates that this focus on bargains will not only drive sales but also boost foot traffic in stores, encouraging customers to spend more on groceries while taking advantage of discounted offerings.
“This marks a positive period for Morrisons,” stated Chief Executive Rami Baitiéh, underscoring the impact of the discount range. “However, we are not content, and we will continue to push forward. That is our mentality.”