Major supermarket chain rolls out its own ‘middle aisle’ offer to rival Aldi and Lidl to 459 stores – see full list

A MAJOR supermarket has rolled out its own “middle aisle” offer to rival Aldi and Lidl.

Morrisons said its “when it’s gone it’s gone” (WIGIG) range is available in nearly all its supermarkets.

The range is available at 459 Morrisons supermarkets


The range is available at 459 Morrisons supermarkets

A spokesperson for the company told The Sun that the number of WIGIG products each store sells depends on their size and space for merchandising them.

The supermarket chain first launched the offer in February and the range has recently reached store 459.

Overall, Morrisons has 497 supermarkets around the country.

Products available as part of the new range include cookware, toys, homeware, and electricals.


Shoppers can also bag discounted outdoor and garden, car care and travel items.

The supermarket is also working with new suppliers to offer health and beauty, household, food and drink products.

Items in the range are displayed on wooden crates covered with ‘When it’s gone it’s gone’ signage. 

The offer is put out on three-week rotations with new products constantly added.

The range also includes seasonal items like camping equipment and back-to-school gear.

A portion of WIGIG is available to online shoppers – but only within the area of Morrisons warehouses in Erith and Dordon.

The type of merchandise available in the range is usually associated with Aldi and Lidl’s middle aisle.

For example, Morrisons shoppers can get a three-ring paddling pool for £7, a 25cm frying pan for £10, and a coffee capsule holder for £8.50.

Other items available on the supermarket’s website include two-pack dresses for kids, priced at £10, and a Salter air fryer for £30.

Consumer Psychologist Dr. Cathrine Jansson-Boyd from Anglia Ruskin University previously explained the middle aisle layout gives shoppers an “adrenaline rush” as they feel like they’re bargain hunting.

She explained that by the supermarket aisles starting off with “serious” items like vegetables and meats, the middle aisle breaks up the store with more fun products.

Dr Jansson-Boyd said: “This structure means that we will dig through and look for random things and have the perception, because of the layout, that it’s cheaper.”

All the stores where the WIGIG offer is available

Morrisons confirmed to The Sun that the ‘when it’s gone it’s gone’ offer is available in the following stores:

The expert says the feeling that shoppers are getting a reward in the middle aisles continues around the store.

This, in turn, means that “you’ll leave the store feeling good about yourself.”

According to The Grocer, Morrisons chief executive Rami Baitieh said WIGIG range had the support of the entire company.

She said: “For us, WIGIG 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.

“We are still at the start of our WIGIG journey, but the best traders in Morrisons now see the potential, have got behind it and we are improving every day.”

How to save at Morrisons

Buying a delivery pass can slash the cost of shopping online if you’re a Morrisons regular.

You also get priorities for Christmas delivery slots.

How much it costs depends on which you get anytime or mid-week, and if it’s for the year, six-months or monthly.

You’ll need to work out the cost compared to how much you spend on delivery without one to see if it’s worthwhile.

Morrisons does a range of wonky veg that can work out cheaper than the main range.

Check websites like Quidco and TopCashback BEFORE you place your order.

Cashback websites PAY you to shop. All you have to do is click through their links and the money is added to your online account.

Search for discount codes on websites like and to see if you can get money off at the till.

Follow your favourite shops on Twitter, Facebook and Instagram and sign up to its deals newsletter to get the latest on any offers. We post the best deals in our Sun Money FB group too.

Try switching all of your branded or premium goods for lower level ones and see if you notice the difference.

Morrisons regularly adds new products to its ‘own-brand “savers” range.

This is its value range where prices start from as little as 20p.

It includes all sorts of products including peas, spaghetti, marmalade, jaffa cakes and washing up liquid.

Swap your usual items for savers alternatives and see if you can tell the difference.

Shoppers can earn points with the More Than loyalty scheme when they spend online or in store.

How many points you earn will depend on the offers available at the time, plus you get five points for every litre of fuel at Morrisons petrol stations.

Reach 5,000 points and you get £5 off your shopping, plus there are other offers and coupons and the checkout and via the app.

Shoppers also get cheaper prices that are just for members.

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