This supermarket is launching ‘middle aisle’ style discounts to rival Aldi and Lidl

supermarket middle aisle

So many bargains to be had (Picture: Peter Sandground)

Those middle aisle items in Aldi and Lidl are as cheap as they are random.

From heated clothes rails to school essentials and the much longed for egg chair, there’s so much you didn’t know you needed.

But now, a new supermarket chain has launched a new range, set to rival Aldi’s Specialbuys and the Middle of Lidl.

Morrisons When It’s Gone It’s Gone, will offer lower prices on any similar items in the market, ideally with a staggering 50% or above saving for customers.

Shoppers can expect to find an extensive range of discounted items, including cookware (including branded items such as Kitchen Aid, Green Pan, Mauviel), toys (including licensed such as Barbie, Peppa Pig, Bluey), homeware and electricals, household, food and drink, health and beauty, outdoor and garden, car care and travel.

The supermarket is also working on themed weeks, such as camping week or back to school.

More reasons to shop at… (Picture: Getty Images)

The offers will be released on three-week rotations with new products constantly added – so much like in Aldi in Lidl, you’ll have to be quick if you want to snap up what are sure to become cult products.

You’ll find the bargains in their wooden crates with When It’s Gone It’s Gone signage wrapped around them – so they’ll be super easy to spot.

The items are currently available in 450 stores, and how many and/or which items each store gets depends on the size of the space they have on the shop floor.

CEO of Morrisons, Rami Baitiéh, said: ‘For us, WIGIGs is not a gimmick. It’s a strategic lever for sales growth and customer delight. The offers have to be great quality… but at genuinely outstanding prices.’

Aldi Specialbuys and the Middle of Lidl have gained somewhat of a following in recent years – success Morrisons is sure to hope to emulate.

Cult buys from Aldi include their cast iron casserole dish, their stand mixers and even an inflatable kayak.

We can’t wait to see what Morrisons has in store…

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Source:: Metro


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