Aldi has launched a new fund to support parents facing financial pressures after welcoming a new baby, as research reveals nearly two-thirds admit the financial impact of having a child was greater than expected.

The 'Mamia New Parent Fund' will see the discount supermarket give away £100 Aldi vouchers to parents every week for a year, helping families manage the cost of everyday essentials following the arrival of a new baby.

Research conducted by the retailer found that while welcoming a child is a joyful time, 50 per cent of new parents describe it as overwhelming, with 45 per cent reporting increased stress levels due to added financial pressure.

The study identified recurring purchases of nappies (17 per cent) and baby food (14 per cent) among the most surprising expenses, with monthly outgoings increasing by £225 on average.

Julie Ashfield, chief commercial officer at Aldi UK, 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."

The initiative builds on the UK's fourth largest supermarket's commitment to provide affordable products through its award-winning Mamia range, which offers own-label baby food, nappies and wipes.

"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," Ashfield added.

New parents wishing to apply for the fund should email mamiaparentfund@aldi.co.uk with a receipt showing their latest Mamia nappy purchase. One parent will be chosen each week throughout the year to receive a £100 voucher to spend in any UK Aldi store.

Most recently, Aldi was crowned Supermarket of the Year at the Loved by Parents Awards, while Mamia won Best Parenting Brand of the Year.

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