Institutional portal - Municipality of Milan

Milan, July 6 2021 – The Municipality of Milan, Energie sociali Jesurum and LloydsFarmacia together again for the fifth edition of "Welcome to the house of cuddles", the welcome gift package for new born babies created thanks to a public-private collaboration at zero cost for the Administration.

This year too, the welcome kit, assembled with products and useful information on services for early childhood and families in a practical reusable bag, is delivered through the network of 91 LloydsFarmacias widely distributed throughout the city.

The collection methods do not change: a few weeks after giving birth, the families of newborns residing in Milan will receive a welcome letter from the registry office, accompanied by instructions for collecting the kit free of charge. An initiative much appreciated by parents, as the numbers demonstrate: in 2020, 95% of the 9.196 potential beneficiaries collected the gift.

"In such a complex period as the one we are going through, in which the city and the entire world have been severely put to the test, – declare the councilors Roberta Cocco (Civic Services) and Gabriele Rabaiotti (Social and Housing Policies) – greet the beginning of a new life and welcoming the new Milanese takes on an even more important meaning. A message of hope that, together with our private partners, we want to deliver to new mothers and fathers who find themselves facing the wonderful and complex experience of parenting".

"This initiative - comments Arianna Furia, Retail Sales Director of Admenta Italia - has always been able to best express the values ​​of our company and the desire to offer families a network of professional and qualified support and closeness. This is why we renew it year after year our commitment to making its continuation possible, because we strongly believe in the positive message that this gift brings to the homes of the recipients".

The gift package project, which has always been distributed without distinction of income and at zero cost for the Municipality of Milan, is supported by the intervention of companies that offer their support by sharing the values ​​of the initiative and is therefore among the virtuous and lasting examples of public-private dialogue.

The contribution of the companies involved in the project brings a kit to the homes of new parents in Milan which for 2021 is composed as follows:  

• voucher for 40 free home shopping deliveries on Cortilia;   
• sample rice cream or spelled biscuit Mellin Viaggio d'Italia organic and leaflet with discount voucher;   
• baby fresh baby changing wipes and colored Pampers pouch, by Fater SpA;  
• 1 pack of Hero Solo 100% organic blended fruit pouch and 1 discount voucher, from Fater SpA;  
• Rilastil elasticizing oil, by Ganassini;  
• Lloyds Pharmacy discount voucher;  
• 2 sachets of La Roche-Posay hydrating balm and information brochure for atopic-prone skin, by L'Orèal;  
• 2 active Saugella samples, from Mylan-A Viatris Company