Aldi stormed to victory in the Own-Label Range of the Year category with its hugely successful parents and baby range Mamia, seeing off competition from Lidl, Co-op, Nisa and Booths.
Aldi’s ever-expanding range of affordable parenting essentials was hailed as “brilliant” by the judges, who were impressed by the “fantastic” quality and affordable prices, which made Mamia a “hugely valuable service to new mothers”.
In addition, they thought the ‘Mamia Parent Panel’ - real mums and dads who review products each month - and the Shoulder to Tweet On social media campaign showed a “lovely understanding” of mums.
And by extending the Mamia lineup beyond nappies and babyfood to products like rice cakes, swim pants and toddler wipes, the judges said Aldi is now offering parents a wide selection of affordable essentials, so there is “no need to shop around”.
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Own-label range of the year