Product News

Mamia Newborn Ultra Dry Air System Nappies Download Image

NEW RESEARCH FROM ALDI REVEALS LOCKDOWN DADS ARE ON THE SIDELINES – 84% OF NEW DADS FELT EXCLUDED FROM THEIR PARTNER’S PREGNANCY

  • Over a third (35%) admitted to regularly feeling frustrated during their partner’s pregnancy, because of coronavirus
  • Only 1 in 4 (24%) new dads feel they received enough information during their partner’s pregnancy
  • In response to these findings, Han-Son Lee from DaddiLife, the UK’s largest lifestyle and parenting platform for dads, is joining Aldi’s Mamia & Baby Series as a guest alongside host, Vicki Broadbent (Honest Mum), for an interactive session encouraging Dads to share their experiences 

Supermarket Aldi has released research exploring how the Covid-19 lockdown affected the pregnancy journeys for millions of parents across the country. In response to these findings, and as part of its ‘Mamia & Baby Series’, Han-Son Lee from DaddiLife will be joining Vicki Broadbent (Honest Mum) for an interactive session to encourage dads to share their experiences of supporting their partners – and each other – during the ‘new normal’.

The research revealed that a staggering 84% of new dads felt excluded from their partner’s pregnancy as a result of the various social restrictions put in place during the height of the lockdown. Many dads-to-be missed out on important pregnancy milestones, such as scans.  Over half (51%) admitted they felt sad they couldn’t see the scans as they happened, furthering the feeling of isolation and leaving them unsure of how to support their partner. 

Furthermore, only one out of four new dads felt they received enough information during their partners pregnancy to prepare themselves for the birth of their child. To help combat this sentiment, Aldi has launched a brand new ‘Mamia & Baby Series’ on Aldi’s Facebook page https://www.facebook.com/AldiUK. This week’s talk will be hosted Vicki Broadbent and guest, Han-Son Lee, founder of DaddiLife and a father of one, who is offering tips and advice on life, health and activities for modern-day fathers. 

Han-Son Lee Founder of DaddiLife, comments: “There is an abundance of information out there for new and expectant mums, but dads don’t always get the same focus. Attending baby scans and antenatal classes are important moments for expectant dads to educate themselves on their new arrival, while sharing the excitement with their partner. Coronavirus has taken those moments away from parents, so it’s more important than ever to make sure dads are feeling included at every stage in the pregnancy.”

Julie Ashfield, Managing Director of Buying at Aldi, comments: “Through our Mamia & Baby Series, we hope to help expectant parents enjoy their own pregnancy journey. Dads offer their partners a crucial support system through the trimesters and we want to acknowledge that by creating a platform for them to connect with other like-minded Dads, who have gone through or are going through this unique pregnancy experience.” 

Han-Son Lee’s episode of the Mamia & Baby Series airs on Friday 18th August, and can be watched on https://www.facebook.com/AldiUK at 4pm.

-ENDS-

For more information, please contact the Aldi Consumer Press Office on:

T: +44 207 693 6995 or E: aldi@welcometofrank.com

For more information, please contact the Aldi Press Office on:
T: 0207 479 0910 or alditeam@clarioncomms.co.uk