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 counterparts as grocery stores engage in a fierce price competition amidst the ongoing financial strain faced by consumers.
Many households have turned to discount retailers for more affordable groceries, household items, and weekly “special buy” offerings. Aldi and Lidl have experienced significant success in this environment, frequently ranking as the cheapest supermarkets according to consumer experts at Which? magazine. Their ever-changing middle aisles have become a key attraction, often leading to long lines outside stores and popular social media posts showcasing purchases.
Morrisons executives have announced this new strategy following 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 reveals that Morrisons’ market share decreased to 8.5% in the 12 weeks leading up to December 28. Aldi surpassed the supermarket in 2022, and Lidl is now poised to follow suit.
This move coincides with supermarkets nationwide reducing prices on numerous everyday items and shutting down underperforming stores. The industry is being compelled to reassess its strategies as Aldi and Lidl continue to influence consumer shopping habits.
Traditional British supermarkets have cautioned that profits are being squeezed as they strive to match the discounters’ low-cost business model while grappling with higher 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 company also aims to emulate Aldi and Lidl by featuring rotating exclusive deals on non-food items in its middle aisles, including 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. Despite initial challenges such as procurement issues and bulk buying complications, the supermarket relaunched the range in November, just in time for the holiday season. Since then, merchandise sales have surged by 10%, according to The Sun.
Morrisons anticipates that this emphasis on bargains will not only drive sales but also increase foot traffic in stores, encouraging customers to spend more on groceries while taking advantage of discounted extras.
Chief Executive Rami Baitiéh expressed optimism about Morrisons’ progress, attributing it to the success of the discount range. He emphasized the company’s continuous drive for improvement and growth.