Morrisons is introducing its own version of “middle aisle” promotions to compete with budget rivals Aldi and Lidl.
The supermarket chain is aiming to challenge its German competitors as grocery stores engage in a fierce price war amidst the ongoing financial strain on consumers.
Many households have shifted to discount retailers for more affordable food, household items, and weekly “special buy” products. Aldi and Lidl have seen significant success in attracting customers due to their competitive pricing, often ranking as the cheapest supermarkets according to consumer experts. The unique offerings in their middle aisles have become a popular attraction, leading to long queues outside their stores and viral social media posts showcasing their products.
Morrisons executives have confirmed this new strategy following a decrease 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 indicates that Morrisons’ market share declined to 8.5% in the 12 weeks leading up to December 28. Aldi surpassed Morrisons in 2022, and Lidl is now poised to overtake them.
The decision to launch these promotions comes as supermarkets nationwide reduce prices on numerous everyday items and close underperforming stores. Traditional supermarkets are under pressure to adapt to the low-cost model of discounters like Aldi and Lidl, all while facing challenges such as rising wages, transportation costs, and energy expenses.
In response, Morrisons is fighting back with its discounted range named “When It’s Gone, It’s Gone,” which it plans to expand. The supermarket aims to replicate the success of Aldi and Lidl’s middle aisles, offering exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning products.
The “When It’s Gone, It’s Gone” range was initially launched in the summer of 2024 and rolled out to 450 stores. Despite initial challenges with bulk buying and supplier issues, the range was re-launched in November, just in time for the holidays. Since then, merchandise sales have surged by 10%, as reported by the Sun.
Morrisons anticipates that these discounted offerings will not only drive sales but also increase foot traffic in stores, encouraging customers to spend more on groceries while taking advantage of discounted additional items.
“We are pleased with the positive results for Morrisons so far,” said Chief Executive Rami Baitiéh, emphasizing the impact of the discounted range. “However, we remain driven to achieve more. This mindset defines our approach.”