On-Pack Support for Struggling Parents
Supermarket giant Aldi has teamed up with the PANDAS Foundation, a perinatal mental health charity, to launch vital mental health messaging on its Mamia Sensitive and Extra Sensitive baby wipes.
Parents picking up these wipes will now see signs of perinatal mental illness – including low mood, anxiety, and tearfulness – clearly displayed on the packaging, alongside contact details for free helplines and peer support groups.
Aldi Aims to Break the Silence Around Parental Mental Health
“Mental health struggles in parenthood are more common than many realise – but they’re not always easy to talk about,” said Julie Ashfield, Chief Commercial Officer at Aldi UK. “By featuring signs and support details on an everyday pack, we aim to provide comfort and a sense of connection to any parent who needs to hear: you’re not alone.”
Aldi is also educating its own staff about perinatal mental health, sharing resources internally to boost awareness.
PANDAS Foundation Welcomes the Campaign
“This campaign brings together two powerful things: empathy and visibility,” said Annie Belasco, CEO of PANDAS Foundation. “So many parents are struggling in silence – and this puts a message of hope directly into their hands.”
“We’re proud to partner with Aldi to help ensure no parent feels alone, from pregnancy through to early parenthood and beyond.”
Alongside the packaging changes, Aldi has launched a dedicated webpage detailing symptoms and linking to PANDAS support services, including a helpline, WhatsApp, email assistance, and peer-led groups.
Bonus: Aldi’s Pay Promise for Staff
Separate from the mental health push, Aldi continues to lead the pack in staff pay with its “2p rule.” At the start of September 2025, store assistants got a pay rise to £13.02 per hour—2p above the original £13 target.
CEO Giles Hurley said: “Our colleagues are at the heart of our success, and we’re committed to ensuring they are fully rewarded.” He added, “Today’s higher-than-planned pay rise is part of our promise to never be beaten on pay.”
Aldi’s fresh focus on mental health and frontline staff pay shows the chain is committed to supporting both customers and colleagues alike.
