- FairPrice Foundation (FPF) pilots adding milk to distributions of fresh eggs to vulnerable communities through its signature Protein Pledge initiative
- FPG launches Xtra Senior Week across all FairPrice Xtra outlets, featuring deals on senior milk powder, health supplements, oral care products, and adult diapers
- FairPrice Xtra stores now feature curated Active Living Zones – a one-stop shop for senior customers’ most important essentials
SINGAPORE, 25 June 2026 – In continued efforts to improve nutrition access for Singapore’s silver generation, FairPrice Group (FPG) announced today an expansion to its Protein Pledge initiative, first launched by the FairPrice Foundation (FPF) in March 2025. Through the programme, FPF committed to distribute $1 million worth of fresh protein to vulnerable communities across Singapore by 2030. The expansion will see distributions also include fresh milk, in addition to eggs.
This will first be piloted with senior beneficiaries of FPF’s charity and community partners, based on direct engagement and feedback on what types of fresh protein beneficiaries want to receive through the Protein Pledge. In November 2025, FPF conducted the Stay Strong study1 to understand the challenges that seniors face with accessing nutrition in daily life, and how it can better support them with closing this gap.
The study found that 67 per cent of seniors agree they need more protein than younger adults, although recent data from the Health Promotion Board indicates that half are not meeting their recommended protein intake2. It also found that while 86 per cent of seniors believe they need to eat more nutritiously as they age, more than half could not correctly identify what goes into a healthy plate.
The expansion of the initiative has been warmly welcomed by local seniors who rely on these essential protein sources daily. Mdm Asna, 75, who works as a cleaner, shared: “Working as a cleaner means I am on my feet all day, and I also walk to work which requires a lot of energy. I drink milk daily to keep my bones and muscles strong enough for my job. This initiative’s expansion to include milk is so timely and relevant for me, helping me to save on groceries and ensuring I can stay healthy and strong for my daily routine.”
Mr. Oh Chong Tick, 81, who is retired and lives with his family, added: “The eggs have been a simple way for me to add essential protein to my daily meals. Hearing that the initiative is expanding to include milk is great news. At my age, I already buy milk regularly to maintain my bone and muscle health. Now, I can look forward to a nutritious glass of milk in the morning for breakfast.”
To further address these gaps in nutrition access and education for the wider silver population, FPG also launched Xtra Senior Week, a monthly, week-long in-store initiative taking place during the last week of the month across all FairPrice Xtra outlets. Xtra Senior Week features promotions on key senior essentials such as milk powder, health supplements, oral care products, and adult diapers to support seniors and caregivers with rising costs. This initiative mirrors FPG’s broader efforts to keep daily essentials within reach for all in Singapore. Furthermore, anchoring the initiative to a monthly schedule allows families to plan their grocery budgets and shopping trips with greater confidence.
To complement these savings, FairPrice Xtra is also introducing Active Living Zones, a one-stop space that will make it easier for customers to access not just key senior essentials, but also other relevant products such as wheelchairs and Personal Mobility Aids. Through its Active Living Zones, FPG aims to provide seniors with a single, convenient location for all of their shopping needs, ensuring a convenient experience and greater savings for the silver population and their caregivers.
Vipul Chawla, Group CEO, FairPrice Group and Board Member, FairPrice Foundation said: “We know that ongoing economic volatility and rising costs have made accessing good nutrition in daily life even more difficult for many seniors in our community. Through our initiatives across FPF and FPG, we want to support all seniors in Singapore, regardless of background or circumstance, with getting the essentials they need to stay healthy and active in their silver years.”
Since the fourth quarter of 2024, FPG and FPF have launched a series of initiatives and programmes aimed at improving nutrition access and education for vulnerable Singaporeans across all stages of life. These include:
- Start Strong, Stay Strong – Singapore’s first preschool nutrition and sustainability education initiative aimed at helping preschoolers build lifelong healthy eating habits that benefit themselves and the planet
- A Full Plate – Singapore’s largest food donation drive that raised over $3 million across 2024 and 2025 to provide underprivileged communities with fresh, nutritious groceries and hot meals
- Protein Pledge – a commitment to provide $1 million worth of fresh protein to vulnerable communities across the island by 2030
- Stay Strong – a collaboration with Tan Tock Seng Hospital to develop and roll out a comprehensive gamified nutrition education programme for seniors across Singapore by end-2026
- Neighbourhood Food Share – a programme through which FPG distributes more than eight tonnes of rescued fruits and vegetables a month to communities in need across Singapore, for free
- Cheers Breakfast Club – the distribution of more than 12,000 nutritious breakfast bundles to Primary 6 students ahead of their Primary School Leaving Examinations to support their physical and mental health before the exams
To find out more about FPG’s Seniors Week event, customers can visit https://www.fairprice.com.sg/events/xtra/xtra-senior-week.