Aldi shoppers often share tales of grabbing unexpected gems like a belt sander alongside milk and bread. Recently, a similar thrill emerged at a Morrisons store in Kirkstall, Leeds, where a new crate section between fresh produce and dairy showcases rotating bargains from coffee machines to baby toys.

Aldi Middle Aisle Disappoints

During a recent Aldi visit—limited by insufficient gluten-free options—a browse through the middle aisle revealed few standout items. Offerings included a portable toddler urinal, flowery wellies, torches, camping stoves, and an extension plug. While some proved useful, nothing truly excited, and the extension plug is widely available elsewhere.

Morrisons WIGIG Delivers Tempting Deals

Morrisons’ setup changed that dynamic. It supplied several wooden toys for a child’s birthday, such as a tea set and cake set, plus a £15 massage gun for back relief. The latest trip uncovered baby bath ducks, a baby bouncer, a £20 cast iron casserole dish set, and versatile storage tubs.

Other highlights drew attention: a 2-in-1 coffee machine for £80, a cordless iron reduced from £25 to £12.50, and a kids’ Buildables sketching machine priced at £3—far below its £13.75 online resale value.

What is Morrisons WIGIG?

Morrisons launched WIGIG—standing for ‘When It’s Gone, It’s Gone’—in January. These weekly rotating crate deals target half the recommended retail price to lure bargain seekers and compete with Aldi Specialbuys and Lidl. Initial rollout hit 450 stores, with expansion ongoing.

Rami Baitiéh, Morrisons executive officer, stated: “Our trading mentality is growing and nothing illustrates this more than our range of outstanding WIGIGs. 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.”