Aldi has issued a reminder to parents and carers that free mental health support is available through its Mamia baby wipes, with thousands of people accessing help via information printed on the packaging.
The supermarket added details of the PANDAS Foundation to packs of its Mamia Sensitive, Sensitive 6 Pack and Extra Sensitive Baby Wipes last year, helping parents find support during pregnancy and early parenthood. Aldi's Extra Sensitive Baby Wipes cost 59p, while its Sensitive Baby Wipes are priced at 75p. A six-pack of Sensitive Baby Wipes costs £3.95.
Aldi said it added the details to the packs in order to help shoppers find advice in a discreet and familiar place.
On-pack message highlights signs of perinatal illness
The on-pack message highlights signs of perinatal mental illness, including low mood, anxiety and tearfulness, and directs people to PANDAS' free services. These include bookable calls with trained volunteers, WhatsApp support, peer groups and online resources.
PANDAS reports that 2,500 people accessed its support through the QR code printed on the packaging over the past year, highlighting the continuing demand for accessible mental health services for new and expectant parents.
Charity figures show support gap
PANDAS Foundation is a UK charity dedicated to supporting parents, carers and their networks who may be affected by perinatal mental illness, from conception to the early years of parenthood.
According to figures shared by the charity, three in four parents (76%) have experienced mental health struggles during or after pregnancy. However, just 17% of those who struggled accessed specialist perinatal mental health services, while only 7% reached out to a charity or helpline. Half of the parents who experienced difficulties (50%) said they wished someone had told them it was ok to ask for help.
Retailer and charity urge parents to seek help
Julie Ashfield, chief commercial officer at Aldi UK, said: "When you're caring for a baby, it can be easy to put your own wellbeing last. By putting details of free support on an everyday product, we hope more parents and carers will know where to turn if they need help."
"We want to remind people that they do not have to struggle alone and that free support is available."
Annie Belasco, CEO of PANDAS Foundation, said: "Asking for help can feel daunting, especially if you do not know where to start. Seeing our details on something as familiar as a pack of baby wipes can make taking that first step a little easier."
"No parent or carer should feel they have to manage alone. Our team is here to listen and help them take the next step."
