Aldi has launched a fund to support new parents, as the discount chain seeks to reinforce its commitment to providing affordable products for those with young children.

The ‘Mamia New Parent Fund’ will see the discounter give away £100 Aldi vouchers to parents every week for a whole year, to support with the rising cost of everyday items that come with a new baby.

New parents who want to apply for Aldi’s Mamia New Parent Fund can email the supermarket with a receipt showing their latest Mamia nappy purchase.

The grocery retailer said one parent will be chosen each week throughout the year to receive a £100 voucher to spend in any UK Aldi store.

The new initiatives come amid research conducted by Aldi, which showed new parents were struggling with the recurring purchases of nappies (17%) and baby food (14%), with total monthly expenses increasing by £225 on average.

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The new scheme builds upon Aldi’s value own-label Mamia range, which features baby products such as food, nappies and wipes.

Aldi chief commercial officer Julie Ashfield said: “No parent ever forgets the joy of welcoming a new child, but it often also brings unexpected financial challenges.

“Even after the big-ticket purchases before the baby arrives, there’s suddenly lots of new items to add to your weekly grocery list for the first time.

“As the UK’s cheapest supermarket, we’re committed to doing whatever we can to support parents in making their money go further, including through our award-winning Mamia brand. Our Mamia New Parent Fund is just another way that we’re supporting parents to help them better enjoy every moment with their new arrival.”