Morrisons is set to introduce its own version of discounted deals typically found in the “middle aisles” to compete with budget-friendly competitors Aldi and Lidl.
The supermarket chain aims to challenge its German rivals as grocery stores engage in fierce price competition amid ongoing financial pressures on consumers. Many households have turned to discount retailers for more affordable groceries, household items, and special weekly offers. Aldi and Lidl have emerged as top performers in the competitive market, often leading in affordability according to consumer experts. Their ever-changing middle aisles have become popular attractions, drawing long lines outside stores and sparking social media frenzies.
Morrisons executives have revealed this new approach following a slowdown in sales during the holiday season, with the supermarket reporting losses of £381 million in 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. The supermarket was surpassed by Aldi in 2022 and now faces the threat of being overtaken by Lidl.
This development comes as supermarkets nationwide are cutting prices on numerous everyday items and shutting down underperforming stores. They are compelled to reconsider their strategies as Aldi and Lidl reshape consumer shopping habits.
Traditional British supermarkets are feeling the pressure on profits as they strive to match the competitive pricing model of discount retailers while dealing with rising labor costs, transportation expenses, and energy bills.
In response, Morrisons is fighting back with its discounted line, “When It’s Gone, It’s Gone,” which it plans to expand. The chain aims to replicate Aldi and Lidl’s middle aisle concept, offering exclusive deals on non-food items like toys, appliances, gardening tools, and cleaning supplies.
The “When It’s Gone, It’s Gone” range was originally launched in the summer of 2024 and rolled out to 450 stores. Despite initial challenges with bulk buying and supplier issues, the range was reintroduced in November, resulting in a 10% increase in merchandise sales, as per The Sun.
Morrisons hopes that this focus on bargains will not only drive sales but also attract more customers to its stores, encouraging them to spend more on groceries while taking advantage of discounted extras.
“This is a positive period for Morrisons,” stated Chief Executive Rami Baitiéh, emphasizing the impact of the discounted range. “However, we remain unsatisfied and will continue to strive for improvement. This is our mindset.”