Aldi makes major change to everyday essential in support of new parents

Becoming a new parent is often wrapped up in a bow and presented to us at the best and most rewarding thing we will ever do.

But that doesn’t mean it can’t feel, at times, insurmountably difficult, with more than three quarters (79%) of parents struggling with their mental health during or after pregnancy.

Armed with this knowledge, budget supermarket Aldi has implemented a vital change to its some of its Mamia range of baby products, to help parents in need.

On-pack mental health messaging that supports parents with information of the signs of perinatal mental illness will now feature on its Mamia Sensitive and Extra Sensitive baby wipes.

It will highlight some tell tale signs such as low mood, anxiety and tearfullness, which mean you should seek support for your mental health.

Other symptoms include feeling irritable, or getting angry easily, losing interest in other people and the world around you, loss of appetite or over eating, negative thoughts, and feelings of guilt or hopelessness, according to the NHS.

The change has already begun to roll out in stores across the UK, with packs available from 75p.

The supermarket partnered with perinatal mental health charity PANDAS Foundation, as Aldi research shows just 17% of parents who experienced mental health struggles during or after pregnancy accessed specialist support.

A mere 7% of them reached out to a charity or helpline, despite 89% of people being aware of issues around mental health struggles during or post-pregnancy.

The baby wipes packaging will also include a callout to PANDAS’ free helpline and support groups, signposting parents to accessible emotional support.

‘Mental health struggles in parenthood are more common than many realise – but they’re not always easy to talk about. We’ve partnered with PANDAS Foundation to help make support more visible,’ Julie Ashfield, Aldi’s chief commercial officer, says.

‘We aim to provide comfort and a sense of connection to any parent who needs to hear: you’re not alone,’ she adds.

For Annie Belasco, CEO of PANDAS Foundation, the campaign is to ‘ensure no parent feels alone’.

‘[It] brings together two powerful things: empathy and visibility. So many parents are struggling in silence – and this puts a message of hope directly into their hands,’ Annie says.

‘Together, we can help more families feel seen, supported and able to find joy in the journey.’

The campaign and messaging has been endorsed by TV presenter Kate Lawler, who became the first female winner of Big Brother UK after winning the third series in 2002.

‘When I became a mum, I had no idea how intense the emotional rollercoaster would be,’ Kate explains. ‘The sleepless nights, the breastfeeding struggles and sheer overwhelm took a huge toll on my mental health.

‘What Aldi and PANDAS are doing is so important: putting a message of support right in the hands of parents. Sometimes, just knowing you’re not alone can make all the difference.’

But the German supermarket isn’t stopping at messaging on baby wipes, it’s also donated £30,000 to the PANDAS Foundation to support its services to parents who need it.