Morrisons launches ‘when it’s gone it’s gone’ range including household essentials – and new items are added weekly

A NEW Morrisons range called “when it’s gone it’s gone” has been launched with household essentials and new items regularly in the mix.

When it’s gone it’s gone (WIGIG) promises up to 50 per cent off retail prices and is now available in nearly all Morrisons supermarkets having recently reached store 450.

The offer was first implemented in February, featuring bright red boxes stacked with products promised to be at “outstanding prices”.

Cookware, toys, homeware, electricals, garden, car care and travel are all areas the grocer is aiming to put up for sale in the range.

But Morrisons is also targeting health and beauty, household and food and drink items.

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

It’s expanded to include seasonal items, too, like camping equipment and back-to-school gear.

Morrisons displays the retail selling price beside the WIGIG price to illuminate the discount on offer.

Bigger stores will have larger sections dedicated to the wooden WIGIG boxes, so it could be worth heading to the more expansive Morrisons shops if you’re near one.

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

Morrisons appears to have been on a mission to rival discount supermarkets such as Lidl and Aldi.

In February, it introduced a 250-product price-matching scheme, targeting those two competitors.

According to The Grocer, Morrisons chief executive Rami Baitieh said WIGIG 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.”