Aldi has launched a new fund to help parents in Yorkshire navigate the unexpected costs of having a baby, as nearly two-thirds admit the financial impact was bigger than they had anticipated.
The Mamia New Parent Fund will see the supermarket give away £100 Aldi vouchers to parents every week for a whole year, easing the cost of everyday essentials for families welcoming a new arrival.
Research among new parents found that while having a child is a joyful experience, half (50%) also described it as overwhelming, with 45% saying their stress levels increased due to financial pressures. Among the most surprising ongoing expenses were nappies (17%) and baby food (14%), with total monthly costs rising by an average of £225.
The fund builds on Aldi’s commitment to offering affordable, high-quality baby essentials through its award-winning Mamia range, which includes nappies, wipes, and baby food at great value. The supermarket was recently named Supermarket of the Year at the Loved by Parents Awards, while Mamia won Best Parenting Brand of the Year.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “No parent ever forgets the joy of welcoming a new child, but it often also brings unexpected financial challenges. Even after the big-ticket purchases before the baby arrives, there’s suddenly lots of new items to add to your weekly grocery list for the first time.
“As the UK’s cheapest supermarket, we’re committed to doing whatever we can to support parents in making their money go further, including through our award-winning Mamia brand. Our Mamia New Parent Fund is just another way that we’re supporting parents in Yorkshire to help them better enjoy every moment with their new arrival.”
New parents can apply for Aldi’s Mamia New Parent Fund by emailing mamiaparentfund@aldi.co.uk with a receipt showing their latest Mamia nappy purchase. Each week, one parent will be chosen to receive a £100 Aldi voucher to spend in any UK store.
For full terms and conditions, visit: www.aldipresscentre.co.uk.
