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Aldi Ireland Launches Mamia First Infant Milk

By Sarah O'Sullivan
Aldi Ireland Launches Mamia First Infant Milk

Aldi Ireland has announced the launch of Ireland’s first private-label baby formula, Mamia First Infant Milk, available in store for €8.99 (for 800g).

Suitable to combine with breastfeeding, or for bottle-fed babies, it is available in Aldi stores from today, Monday 22 April.

Manufactured exclusively by Aldi, it is the only private-label infant formula available to Irish shoppers.

Financial Challenges For Parents

The launch comes as new research shows that two thirds (66%) of Irish parents with children aged four and under find affording all baby products that they purchase financially challenging.

That figure rises to 72% among parents buying infant formula. Parents buying formula were also revealed to be more likely to cut spending on other groceries to afford baby products.


The research was conducted as part of Aldi’s ongoing research of the Irish market, to better understand the needs and wants of consumers, particularly parents.

It found that, on average, parents of young children are spending over €120 per week (€121.82) on groceries. Some 70% of that spend goes towards baby products.

These products include wipes and nappy sacks (92%), baby-specific toiletries (83%), nappies (83%), baby food and snacks (74%), baby cleaning products (73%) and infant milk formula (39%).

The research, carried out by Bounce Insights, of 686 parents of children aged under four, found that the majority are shopping around for baby products based on special offers or deals.

It follows the 20 March publication of Aldi’s Mammies & Daddies report.


The report found that 65% of mums and dads in Ireland say that becoming a parent had a negative impact on their finances.

‘Fit The Needs Of Parents’

Speaking about the launch of Mamia First Infant Milk, Aldi’s managing director of buying and services in Ireland, Colin Breslin, said, “At Aldi, we are continually working to develop and expand our range of baby care products to fit the needs of parents across Ireland.

“That’s why we are delighted to bring the only private-label baby formula to the Irish market, offering greater choice to parents and consumers.”

Breslin concluded, “Aldi is acutely aware of the financial challenges faced by parents, particularly those who purchase infant formula, and remains committed to offering considerable savings across everyday essentials.”

Read More: Aldi Ireland Research Reveals Parents Spend Over €120 On Groceries Weekly

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