Aldi is donating tens of thousands of baby products to charities that help parents on low incomes.
The discounter is to donate 80,000 items from its Mamia baby range, such as nappies and baby wipes, to charities across the UK.
The products will be donated through community giving platform Neighbourly, which connects businesses with locals charities and is already used to redistribute surplus food from all Aldi’s UK stores.
A YouGov survey for Aldi found 77% of new parents across the UK were worried about the cost of essential baby products and 55% had struggled to afford them. Nearly three in 10 (29%) were cutting back or going without food themselves to afford essentials for their newborn.
The impact appeared most profound in Yorkshire and London, where the proportion of new parents struggling to afford baby essentials was 69% and 59% respectively, Aldi said.
“The cost of living crisis is impacting us all, but caring for a child – something that should be such an exciting time – is creating extra stress for those on the lowest incomes,” said Aldi UK corporate responsibility director Liz Fox.
“At Aldi, we are more committed than ever to supporting those that need it most. Our research shows that an alarming number of new parents are struggling – which is why we want to do more to support them with this latest donation.”
Neighbourly CEO Steve Butterworth said: “As the grip of the cost of living crisis tightens, the help and support of charity partners has never been so important. This donation from Aldi will make a real difference to families in need across the UK during this time.”
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