Aldi launches support fund for cash-strapped new parents

Aldi has introduced a fund to support new parents, as nearly two-thirds admit the financial burden of having a child was greater than anticipated.

The German discounter’s ‘Mamia New Parent Fund’ will give away £100 Aldi vouchers every week for a year to help parents manage the cost of everyday essentials following the arrival of a new baby.

The initiative comes after research revealed that while the arrival of a child is a joyful occasion, half (50%) of new parents find it overwhelming. Nearly as many (45%) also report increased stress due to the added financial pressures.

Aldi noted that “among the most surprising expenses for new parents” are recurring purchases like nappies (17%) and baby food (14%), with monthly costs rising by an average of £225.

It said the Mamia New Parent Fund builds on the UK’s fourth largest supermarket’s commitment “to provide affordable, quality products for parents” through its award-winning Mamia range, which “offers amazing value” own-label baby food, nappies and wipes.

Aldi UK chief commercial officer Julie Ashfield 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 to help them better enjoy every moment with their new arrival.”

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