Aldi has issued an important 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 added PANDAS Foundation support details to packs of Mamia Sensitive, Sensitive 6 Box and Extra Sensitive Baby Wipes last year, helping shoppers find advice in a discreet and familiar place.
The reminder comes as PANDAS reports that 2,500 people accessed its support through the on-pack QR code over the last year, underlining the continuing demand for accessible support during pregnancy and after birth.
The on-pack message highlights signs of perinatal mental illness, including low mood, anxiety and tearfulness, and directs people to PANDAS’ free services. These include bookable calls with trained volunteers, WhatsApp support, peer groups and online resources.
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.”
Annie Belasco, CEO 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.”
The support information remains on packs one year after it was introduced. Parents and carers can find out more about the partnership and access PANDAS’ services at www.aldi.co.uk/brand/mamia/pandas
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