Budget supermarket Aldi is donating 80,000 essential baby items to charities across the UK, following the news that almost eight out of every ten new parents are worried about the cost of providing for their newborn.
The German discounter is making the move in a bid to support new parents in need as the cost of living crisis continues to take hold and amid concerns that inflation could reach 15% by early 2023.
The essential items, which will include items from Aldi’s multi-award-winning baby and toddler brand, Mamia, will be donated to charities and foodbanks across Britain that help new parents on low incomes.
Aldi will be making the donations via community giving platform Neighbourly, as an extension to the supermarket’s longstanding partnership with the charity which sees it donate surplus food all year round.
Recent research from YouGov and Aldi found that more than three quarters (77%) of new parents across the UK are worried about the cost of essential baby products for their newborn.
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More than half (55%) of new parents have struggled to afford essential products for their babies, with almost a third (29%) cutting back or going without food themselves in order to buy nappies, wipes and formula.
It’s hardest for new parents in Yorkshire and London, where 69% and 59% are struggling to afford essentials for their baby, respectively.
Aldi UK’s corporate responsibility director Liz Fox 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.
“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’s Steve Butterworth added: “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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