- Nearly half the store is dedicated to fresh, chilled and frozen, offering residents greater variety and choice
- Shaped by resident feedback, the store reimagines the familiarity and personal service of traditional wet markets
- FairPrice’s largest 24-foot seafood ice bed anchors the experience, alongside new services that make fresh shopping easier
- A Unity Health-needs focused Wellness Zone that offers a curated “East Meets West” Health Remedies Offering for the first time
SINGAPORE, 20 September 2026 – FairPrice Group (FPG) today celebrated the grand opening of its newest 24 hours FairPrice supermarket at Elias Mall, introducing a new take on heartland grocery shopping shaped by how residents want to shop today.
Designed with insights from resident engagement, FairPrice Elias Mall1 brings together what residents value about traditional wet markets – freshness, familiarity and personalised service – with the convenience, hygiene and value of a modern supermarket. This “always-on wet market” concept puts fresh at the heart of the store, with nearly half of its space dedicated to Fresh, Chilled and Frozen categories, compared to around a third at a typical FairPrice Super Store.
An ‘always-on wet market’ for the Pasir Ris community
Anchoring the fresh experience is FairPrice’s largest 24-foot, two-tier seafood ice bed, offering an extensive range of fresh catches alongside live seafood and fresh produce. This is complemented by a dedicated pork counter where customers can shop fresh Malaysia pork that are imported live and butchered locally.
During morning peak hours from 8am to 10am, Fresh Service Ambassadors are stationed at the store to provide product recommendations and cooking tips. High-density produce displays offer a wider assortment of fruits and vegetables, while “Catch of the Day” selections bring seasonal seafood to shoppers at attractive promotional prices.
A new shop-and-collection system also allows customers to continue shopping while their seafood is prepared, complemented by complimentary fish portioning and vacuum-packing services upon request. Shoppers simply need to present their number token to collect their seafood when ready.
Fresh first, value always
Value remains fundamental to FairPrice’s role in the heartlands. Customers can continue to enjoy FairPrice’s everyday value initiatives, weekly promotions, Link member benefits and dedicated discount schemes for eligible seniors and CHAS cardholders. This includes our recently-announced initiative to double CHAS discounts for Blue and Orange cardholders until 1st January 2027.
Beyond fresh groceries, the store offers convenient meal solutions including exclusive fruits sushi and $5 hot chicken bentos, bringing together fresh, value and convenience for different shopping occasions.
“We designed FairPrice Elias Mall around what residents told us matters to them. They value the freshness and personal touch of traditional wet markets, but also want greater convenience and accessibility. By bringing these together, we hope to create a neighbourhood store that feels familiar, serves residents better and remains relevant to the way they shop today,” said David Goh, CEO of Supermarkets, Cheers and Unity, FairPrice Group.
Extending the neighbourhood experience beyond groceries
FairPrice Elias Mall also features Unity’s new “East meets West” holistic wellness concept, bringing together a curated selection of Western health supplements and Eastern wellness products inspired from Asian wisdom remedies.
Customers can receive a complimentary three-minute body composition analysis, AI-powered wellness recommendations through Wellness Genie and personalised guidance from an on-site Unity pharmacist. Weekly brand showcases, deals, sampling and health education activities will offer residents more ways to discover new wellness solutions to meet their health needs.
Find out more about FairPrice Elias Mall at:
https://www.fairprice.com.sg/events/in-store/fairprice-elias-mall/ .
- Address: Block 623 Elias Road, #B1-01, Singapore 510623 ↩︎