Ocado Launches New Parenting Aisle




ALMOST two thirds (57%) of new mums are forgetting to eat three meals a day, as the stress of motherhood take its toll, new research* today reveals. The research, commissioned by online supermarket Ocado, indicates that the stress of the first week at home sets nearly two thirds of new parents (60%) on the wrong track when it comes to regularly eating healthily after the baby arrives.

Breakfast is the first meal to go followed by the evening meal and then lunch, as time-poor new mums admit that their eating habits are forgotten, as the demands of the new baby take priority.

Over half of parents (58%) agreed that they weren’t fully prepared for their new baby and almost all (80%) admitted that they didn’t take proper care of themselves following the birth.

Two thirds (63%) said that they turned to convenient ready meals and takeaways to ensure they ate something during the day as they didn’t have time to go to the supermarket for fresh ingredients.

Not understanding exactly what nutrition the body needs at each stage of pregnancy, from preconception right through to breast feeding can boost stress levels even further, so Ocado has teamed up with nutrition expert Charlotte Watts, author of 100 Best Foods for Pregnancy, to launch the UK’s first bespoke parental nutrition aisle: ocado.com/parenting.

Every product has been carefully selected and categorised by Charlotte, allowing shoppers to quickly browse, click and order the right foods for every stage of their pregnancy and parenting journey, all in one place.

Charlotte Watts said: “Lots of new parents are struck with a numbing ‘shock of the new’ so it’s not surprising that their own nutrition is one of the first things to be forgotten when working out how to

deal with their new arrival. This can have long lasting consequences; coping becomes more difficult and energy, mood and immune issues may arise.” “Ocado’s new parental nutrition aisle (ocado.com/parenting) is the perfect place for new parents to grocery shop. Mum or Dad can jump online and do a quick shop while the baby is asleep or order from their tablet or phone safe in the knowledge that everything in their basket will provide the nutrients they need to cope with the challenges of being a new parent, every step of the way.”

Lawrence Hene, Director of Retail at Ocado said, “First time parents are time poor, highly stressed and trying to juggle new and old commitments.

“The thought of facing a rammed supermarket with a screaming new-born is the last thing they want to do and our new parental nutrition aisle allows new parents to do their shop without even leaving the house. In fact it’s so simple they can even combine it with the 2am feed. Everything they need for a healthy lifestyle is delivered to their kitchen table, when they want it.”

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