Aldi has issued a reminder to parents and carers that they can access free mental health support through information printed on packs of its Mamia baby wipes. The supermarket chain, which operates more than 1,050 stores across the UK, highlighted the on-pack detail on Friday, October 16.
Support details added to Mamia packs
Aldi added PANDAS Foundation support details to packs of Mamia Sensitive, Sensitive 6 Box and Extra Sensitive Baby Wipes in October 2026, saying the move helps shoppers "find advice in a discreet and familiar place".
The reminder comes as PANDAS reported that 2,500 people accessed its support through the on-pack QR code over the last year. Aldi says this underlines the continuing demand for accessible support during pregnancy and after birth.
What the packs include
The message on packs of these products highlights signs of perinatal mental illness, including low mood, anxiety and tearfulness, and directs people to PANDAS' free services. Services on offer include bookable calls with trained volunteers, WhatsApp support, peer groups and online resources, Aldi says.
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."
PANDAS chief executive's message
Annie Belasco, chief executive 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."
Parents and carers can find out more about the partnership with PANDAS and access their services at www.aldi.co.uk/brand/mamia/pandas. The NHS says if you "need help for a mental health crisis or emergency, you should get immediate expert advice and assessment".
