Why it matters: Close to two thirds of parents admit the financial impact of having a child was bigger than expected, with monthly expenses increasing by £225 on average.
50% of new parents describe it as overwhelming
45% report increased stress levels from financial pressure
17% were surprised by recurring nappy costs
14% were caught off guard by baby food expenses
The big picture: The initiative builds on Aldi's commitment to provide affordable products through its Mamia range of baby food, nappies and wipes. The supermarket was recently crowned Supermarket of the Year at the Loved by Parents Awards, while Mamia won Best Parenting Brand of the Year.
How it works: Parents can email proof of a Mamia nappy purchase to mamiaparentfund@aldi.co.uk, with one parent selected weekly to receive a £100 voucher. Terms and conditions can be found here.
What they're saying: Julie Ashfield, Chief Commercial Officer at Aldi UK, 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."
The bottom line: The fund aims to help Suffolk parents better manage the financial challenges of having a baby, allowing them to "better enjoy every moment with their new arrival."
