Morrisons has introduced a new 'middle aisle' section, dubbed WIGIG (When It's Gone It's Gone), in a bid to rival discount supermarkets Aldi and Lidl. The initiative, which began rolling out in January across 450 stores, features rotating deals on items from toys to household goods, with prices reportedly around half the recommended retail price.
A shopper who tested the new aisle at the Kirkstall, Leeds, store found it more appealing than Aldi's equivalent. Among the bargains spotted were a £15 massage gun, a cast iron casserole dish set for £20, and a kids' sketching machine reduced to £3. The section is positioned between fresh produce and dairy, with stock refreshed weekly.
CEO Rami Baitiéh described WIGIG as a 'strategic lever for sales growth and customer delight', emphasising the importance of quality at low prices. The move comes as Morrisons seeks to compete more aggressively in the discount market, following similar tactics by Aldi and Lidl.
While some items, like a toddler urinal and floral wellies, may raise eyebrows, the shopper noted that Morrisons' offerings felt more practical and varied than those in Aldi's middle aisle. The extension of the trial to more stores suggests the supermarket sees potential in this approach to attract bargain hunters.
