Morrisons is set to introduce its own version of “middle aisle” promotions to compete with budget rivals Aldi and Lidl.
The supermarket chain aims to challenge its German competitors in the midst of a fierce price war among supermarkets due to the ongoing financial strain on consumers.
Many households have shifted to discount retailers for more affordable groceries, household items, and weekly special deals. Aldi and Lidl have capitalized on the trend, often being recognized as the most budget-friendly supermarkets by consumer experts. Their ever-changing middle aisles have become a popular attraction, drawing crowds and generating buzz on social media.
Morrisons executives have revealed this new strategy following a sales slowdown during the Christmas period, with the supermarket reporting losses of £381 million for 2025 while maintaining stable core earnings.
Recent data shows that Morrisons’ market share dropped to 8.5% in the 12 weeks leading up to December 28, trailing behind Aldi and potentially Lidl.
As supermarkets nationwide reduce prices on numerous everyday items and close underperforming stores, they are compelled to reassess their approaches to keep up with Aldi and Lidl’s influence on consumer shopping habits.
Traditional British supermarkets are feeling the pressure on profits as they strive to match the discounters’ pricing model while grappling with increased labor costs, transportation expenses, and energy bills.
Morrisons is fighting back with its discount range called “When It’s Gone, It’s Gone,” which it intends to expand. The chain also aims to replicate Aldi and Lidl’s middle aisles by offering exclusive deals on non-food items such as toys, appliances, gardening tools, and cleaning supplies.
Initially launched in the summer of 2024 and rolled out to 450 stores, the “When It’s Gone, It’s Gone” range faced challenges with bulk purchasing and supplier issues, leading to a temporary halt. It was reintroduced in November, just in time for the holiday season, resulting in a 10% increase in merchandise sales.
Morrisons anticipates that this emphasis on bargains will not only drive sales but also increase store traffic, encouraging customers to spend more on groceries while taking advantage of discounted extras.
“This period marks a positive development for Morrisons,” stated Chief Executive Rami Baitiéh, underscoring the impact of the discounted range. “Yet, we are not content and will continue to push forward with this mindset.”