Aldi is using pack messaging on baby wipes to highlight free mental health support for parents and carers.
The discounter is launching on-pack mental health messaging across its Mamia Sensitive and Extra Sensitive baby wipes. The packs will provide information on common signs of perinatal mental illness, such low mood, anxiety and tearfulness, and direct parents suffering from them to a helpline and peer support groups from mental health charity Pandas Foundation.
Aldi said research for the supermarket had found three in four new parents (76%) struggled with mental health, yet only 17% accessed specialist support. OnePoll surveyed 2,000 UK parents of children aged under five and also found only 7% reached out to a charity or helpline.
Aldi has donated £30,000 to Pandas Foundation and is also providing advice and linking to its services online at aldi.co.uk/brand/mamia/pandas.
“Mental health struggles in parenthood are more common than many realise, but they’re not always easy to talk about,” said Aldi UK chief commercial officer Julie Ashfield. “We’ve partnered with Pandas Foundation to help make support more visible.
“By featuring signs and support details on an everyday pack of our Mamia Sensitive and Extra Sensitive baby wipes, we aim to provide comfort and a sense of connection to any parent who needs to hear: you’re not alone.
“We’re also taking steps to raise awareness among our colleagues, sharing information and services internally to help more people better understand perinatal mental health.”
Pandas Foundation CEO Annie Belasco said: “This campaign 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.
“We’re proud to partner with Aldi to help ensure no parent feels alone, from pregnancy through to early parenthood and beyond. Together, we can help more families feel seen, supported and able to find joy in the journey.”
TV personality and mother of one Kate Lawler, who is backing the initiative, said: “When I became a mum, I had no idea how intense the emotional rollercoaster would be. 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.”
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