Aldi announces support for new parents with £100 voucher scheme to help with costs of nappies and baby food

A supermarket chain has launched a scheme to support new parents across Shropshire.

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Aldi, which has stores across the county including in Telford, Shrewsbury and Oswestry, will be giving away £100 Aldi vouchers to parents every week for a whole year.

Named the ‘Mamia New Parent Fund’, the voucher is designed to support parents with the cost of everyday items after welcoming a new baby.

Aldi stores across the UK are offering £100 vouchers to new parents to help with the "overwhelming" costs. Photo: Aldi

It comes as research among new parents found that while welcoming a child is a joyful time, half also describe it as overwhelming.

Meanwhile, 45 per cent admitted that their stress levels increased as a result of the added financial pressure.

Among the most surprising expenses for new parents were the recurring purchases of nappies and baby food, with total monthly expenses increasing by £225 on average.

The Mamia New Parent Fund builds on the UK’s fourth largest supermarket’s commitment to provide affordable, quality products for parents through its award-winning Mamia range, which offers amazing value own-label baby food, nappies and wipes.

Most recently, Aldi was crowned Supermarket of the Year at the Loved by Parents Awards, while Mamia won Best Parenting Brand of the Year.

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.

“As the UK’s cheapest supermarket, we’re committed to doing whatever we can to support parents in making their money go further, including through our award-winning Mamia brand.

“Our Mamia New Parent Fund is just another way that we’re supporting parents in Shropshire to help them better enjoy every moment with their new arrival.”

New parents who want to apply for Aldi’s Mamia New Parent Fund should email mamiaparentfund@aldi.co.uk with a receipt showing their latest Mamia nappy purchase.

One parent will be chosen each week throughout the year to receive a £100 voucher to spend in any UK Aldi store.