By Alice Giddings

Copyright metro

The change to baby products at Aldi could make a big change in the lives of new parents (Picture: Aldi)

Becoming a new parent is often wrapped up in a bow and presented to us at the best and most rewarding thing we will ever do.

But that doesn’t mean it can’t feel, at times, insurmountably difficult, with more than three quarters (79%) of parents struggling with their mental health during or after pregnancy.

Armed with this knowledge, budget supermarket Aldi has implemented a vital change to its some of its Mamia range of baby products, to help parents in need.

On-pack mental health messaging that supports parents with information of the signs of perinatal mental illness will now feature on its Mamia Sensitive and Extra Sensitive baby wipes.

It will highlight some tell tale signs such as low mood, anxiety and tearfullness, which mean you should seek support for your mental health.

Other symptoms include feeling irritable, or getting angry easily, losing interest in other people and the world around you, loss of appetite or over eating, negative thoughts, and feelings of guilt or hopelessness, according to the NHS.

The baby wipes will feature the PANDAS and Mamia logos, along with advice and a QR code (Picture: Aldi)

The change has already begun to roll out in stores across the UK, with packs available from 75p.

The supermarket partnered with perinatal mental health charity PANDAS Foundation, as Aldi research shows just 17% of parents who experienced mental health struggles during or after pregnancy accessed specialist support.

A mere 7% of them reached out to a charity or helpline, despite 89% of people being aware of issues around mental health struggles during or post-pregnancy.

The baby wipes packaging will also include a callout to PANDAS’ free helpline and support groups, signposting parents to accessible emotional support.

‘Mental health struggles in parenthood are more common than many realise – but they’re not always easy to talk about. We’ve partnered with PANDAS Foundation to help make support more visible,’ Julie Ashfield, Aldi’s chief commercial officer, says.

‘We aim to provide comfort and a sense of connection to any parent who needs to hear: you’re not alone,’ she adds.

The baby wipes are affordable and aimed at supporting new parents (Picture: Aldi)

For Annie Belasco, CEO of PANDAS Foundation, the campaign is to ‘ensure no parent feels alone’.

‘[It] brings together two powerful things: empathy and visibility. So many parents are struggling in silence – and this puts a message of hope directly into their hands,’ Annie says.

‘Together, we can help more families feel seen, supported and able to find joy in the journey.’

Treatment for depression in pregnancy

If you’re pregnant and struggling with your mental health, the NHS recommends speaking to a GP or your midwife as soon as possible.
Things that might help improve your mental health during pregnancy include:

eating a healthy diet in pregnancy

talking about your feelings to a friend, family member, doctor or midwife

trying calming breathing exercises if you feel overwhelmed

increasing physical activity levels during pregnancy if you can, as it can improve your mood and help you sleep

attending antenatal classes to meet others who are expecting babies around the same time as you.

Source: NHS

The campaign and messaging has been endorsed by TV presenter Kate Lawler, who became the first female winner of Big Brother UK after winning the third series in 2002.

‘When I became a mum, I had no idea how intense the emotional rollercoaster would be,’ Kate explains. ‘The sleepless nights, the breastfeeding struggles and sheer overwhelm took a huge toll on my mental health.

‘What Aldi and PANDAS are doing is so important: putting a message of support right in the hands of parents. Sometimes, just knowing you’re not alone can make all the difference.’

But the German supermarket isn’t stopping at messaging on baby wipes, it’s also donated £30,000 to the PANDAS Foundation to support its services to parents who need it.

Other supermarket news you may have missed

The best supermarket and high street loyalty cards for saving money right now
Aldi reveals first new store locations as £1,600,000,000 expansion announced
Major supermarket launches UK’s ‘cheapest’ meal deal
Shoppers ‘gutted’ after M&S makes major change to ‘best’ product in range
Shoppers tell major supermarket to ‘Foxtrot Oscar’ over new self-checkout tech