Lidl will launch its new baby range in a television advert (above) during the breaks of ITV’s Britain’s Got Talent tonight.

The 20-second ad will feature mums and babies cast from online discussion forum Mumsnet using the discount supermarket chain’s Baby Essential products.

Lidl’s latest advert tells the real story behind a group of mums recommending its low-cost Toujours range.

In the advert, one mother bounces her baby on her lap, referring to the low cost of Lidl’s nappy range.

Two other mums also claim they use the range because they “do the job well and are cost effective”.

“At Lidl, we know that it is of the utmost importance to provide our customers with the highest quality products at the best possible value, and that’s absolutely the case when it comes to our baby range,” said Lidl UK advertising & marketing director Claire Farrant.

“Our latest ad, showing real mothers using and rating Lidl’s baby products, continues to highlight the value of brand advocacy, as well as the ongoing support from our loyal customers.”