Aldi has partnered with mental health charity PANDAS Foundation to provide support for new parents and carers.
The supermarket will share "practical, visible guidance" during early parenthood with on-pack mental health messaging across its Mamia Sensitive and Extra Sensitive baby wipes.
These popular baby items now feature information on some of the common signs of perinatal mental illness, such as low mood, anxiety, and tearfulness.
It will also include a callout to PANDAS' free helpline and peer support groups. The UK charity promises to "offer hope, empathy and support for every parent, carer or network affected by Perinatal Mental Illness".
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The "supermarket-first" collaboration comes as new Aldi research found that 76 per cent of parents struggled with their mental health during or after pregnancy.
Despite this worrying statistic, only 17 per cent of those suffering accessed specialist support, with just seven per cent reaching out to a charity or helpline.
Aldi hopes to provide a much-needed service for new parents who might not otherwise receive it.
The on-pack mental health messaging also normalises conversations around perinatal issues, taking away the "daunting" aspect of getting support.
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On-pack mental health messaging will provide 'practical, visible guidance' during early parenthood
ALDI
This is a great move from the supermarket, as while 89 per cent of people are aware of perinatal mental health, 65 per cent say they need more education and understanding.
Chief commercial officer at Aldi UK, Julie Ashfield, said: "Mental health struggles in parenthood are more common than many realise – but they're not always easy to talk about. We've partnered with PANDAS Foundation to help make support more visible.
"By featuring signs and support details on an everyday pack of our Mamia Sensitive and Extra Sensitive baby wipes, we aim to provide comfort and a sense of connection to any parent who needs to hear: 'You're not alone'.
"We're also taking steps to raise awareness among our colleagues, sharing information and services internally to help more people better understand perinatal mental health."
'This campaign brings together two powerful things: empathy and visibility'
|ALDI
CEO of PANDAS Foundation, Annie Belasco, added: "This campaign brings together two powerful things: empathy and visibility. 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.
"Together, we can help more families feel seen, supported and able to find joy in the journey."
As well as the on-pack messaging, Aldi has launched a dedicated webpage highlighting symptoms and linking to PANDAS Foundation services, which include a helpline, WhatsApp and email support, peer-led groups, and social channels.
Improving awareness among workers, the supermarket has also started a "lunch and learn" session for Aldi staff.
This initiative will focus on distributing information and services to help more people understand perinatal mental health.
The announcement from Aldi comes just weeks after Tesco launched a free service to help new parents.
At 350 pharmacy locations across England, Scotland, and Wales, parents of premature babies can now access specially designed "preemie" nappies at no cost.
With one in 13 babies born prematurely in the UK, the move should help countless families during what can be a particularly challenging time.