Aldi is set to donate thousands of baby essentials to new parents on low incomes who are struggling with rising costs amidst the soaring cost of living crisis.
The popular discounted supermarket chain has said that they are going to be donating 80,000 baby products, including nappies and baby wipes, to charities and foodbanks across the country. All of the items donated will be from the supermarket's beloved Mamia baby brand, which has been approved by parents who need to pick up good quality baby products at affordable prices.
The supermarket's award-winning in house baby range was awarded the prestigious Supermarket of the Year, Best Family Brand and the Best Online Retailer of the Year awards at the prestigious Loved By Parents Awards in 2021.
News of the supermarket's generous donations will come as welcome news to families across the country who have been hit with soaring costs on food, petrol and energy bills, due to the ongoing rising cost of living.
Aldi conducted a study in partnership with YouGov and found that more than three quarters (77%) of new parents across the UK are worried about the cost of essential products for their newborn.
More than half (55%) of new parents have struggled to afford essential products for their babies, with 3 in 10 (29%) cutting back or going without food themselves to afford essentials for their newborn.
Liz Fox, Corporate Responsibility Director at Aldi UK, said: “The cost-of-living crisis is impacting us all, but caring for a child – something that should be such an exciting time – is creating extra stress for those on the lowest incomes.
“At Aldi, we are more committed than ever to supporting those that need it most. Our research shows that an alarming number of new parents are struggling – which is why we want to do more to support them with this latest donation.”
The supermarket will be making the essential baby product donations to families in need through their ongoing platform with Neighbourly.
Since partnering with the award-winning giving platform in 2019, Aldi has donated more than 25 million meals to more than 3,600 local causes.
Steve Butterworth, from Neighbourly, added: “As the grip of the cost-of-living crisis tightens, the help and support of charity partners has never been so important. This donation from Aldi will make a real difference to families in need across the UK during this time.”
