Morrisons is set to introduce its own version of discounted deals commonly found in the “middle aisles” of stores to compete with budget supermarket chains like Aldi and Lidl.
The supermarket chain aims to challenge its German competitors in response to the ongoing price competition in the grocery sector caused by rising living costs.
Many households have switched to discount retailers for more affordable groceries, household items, and special weekly deals. Aldi and Lidl have seen significant success in this market, often being recognized as the most budget-friendly options by consumer experts. Their rotating middle aisle promotions have attracted large crowds and generated buzz on social media.
Morrisons’ executives have revealed this new strategy following a decline 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 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 is now trailing behind Lidl.
This move comes as supermarkets nationwide reduce prices on numerous everyday items and shut down underperforming stores. The industry is adapting to the changing shopping habits influenced by Aldi and Lidl’s success.
Traditional UK supermarkets are under pressure to match the discount model of Aldi and Lidl while facing increased labor costs, transportation expenses, and energy bills, impacting their profitability.
In response, Morrisons is launching its discounted product line, “When It’s Gone, It’s Gone,” and plans to expand it. The supermarket aims to replicate the success of Aldi and Lidl’s middle aisles by 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 initially introduced in the summer of 2024 across 450 stores but faced challenges with bulk buying and supplier issues, leading to a temporary halt. The range was relaunched in November and saw a 10% increase in sales, according to The Sun.
Morrisons hopes that these budget offerings 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 items.
Chief executive Rami Baitiéh expressed optimism about Morrisons’ progress, emphasizing the positive impact of the discount range and indicating a commitment to further improvement.