SINGAPORE, 15 June 2017 – To address the rising cost of formula milk, NTUC FairPrice (FairPrice) is making available a new range, called “Australia’s Own”, to provide better value and wider choice for customers. The new range of formula milk from Australia will be priced between $27.50 and $35 for a 900g tin, and will be exclusively available from tomorrow (16 June 2017) onwards at major FairPrice stores, all FairPrice Finest, FairPrice Xtra and FairPrice Shop outlets, as well as Warehouse Club and FairPrice Online (www.fairprice.com.sg).
The announcement was made at a media briefing at FairPrice Xtra at AMK Hub this afternoon, helmed by FairPrice CEO, Mr Seah Kian Peng and graced by Guest-of-Honour, Dr Koh Poh Koon, Senior Minister of State for Trade and Industry, and National Development. Dr Koh is leading a taskforce to address the rising prices of formula milk in Singapore.
Dr Koh Poh Koon, Senior Minister of State for Trade and Industry, and National Development, said, “One of the immediate actions taken by the Agri-Food and Veterinary Authority of Singapore (AVA) is to work with retailers to facilitate the entry of more suppliers and brands of formula milk, while ensuring food safety. I am heartened to see NTUC Fairprice take proactive steps to make more choices of formula milk available, especially lower-priced ones, so parents can select an option that best suits their family’s needs. I hope that other retailers and distributors will do the same.”
This initiative complements the existing 150 varieties of formula milk already available at FairPrice stores, spanning different brands, formulations and pack sizes ranging from $22/kg to $97/kg.
Mr Seah Kian Peng, CEO, NTUC FairPrice, said, “Following the Government’s announcement to review import requirements, FairPrice has been in discussion with the authorities on bringing in better value formula milk from additional sources. The introduction of “Australia’s Own” will provide another quality option for parents, adding to the extensive range already available at FairPrice to help parents make informed choices. As a retailer that is here to make lives better, we will continue to proactively work with the authorities and new suppliers based overseas to provide better value and a wider choice of formula milk for customers here.”
“Australia’s Own” formula milk is sourced from the dairy pasture area of Gippsland, Victoria, where it is processed and packed in a facility that is fully HACCP certified – an internationally recognised food safety management system. Prior to this announcement, “Australia’s Own” was only available in Australia.
From tomorrow onwards, the following “Australia’s Own” products will be made available across FairPrice outlets islandwide:
|“Australia’s Own” Gold Infant Formula Step 1 900g (for 0 to 6 months)||$29.50|
|“Australia’s Own” Gold Follow-on Formula Step 2 900g (for 6 to 12 months)||$29.50|
|“Australia’s Own” Gold Toddler Milk Drink Step 3 900g (for 12 months and up)||$27.50|
|“Australia’s Own” Diamond Infant Formula Step 1 900g (for 0 to 6 months)||$35.00|
|“Australia’s Own” Diamond Follow-on Formula Step 2 900g (for 6 to 12 months)||$35.00|
|“Australia’s Own” Diamond Toddler Milk Drink Step 3 900g (for 12 months and up)||$32.50|
Multi-pronged and sustained approach
Mr Seah added, “The new range of formula milk complements ongoing initiatives we have put in place, as part of a multi-pronged approach to help parents make informed choices and support the needs of their children. It calls for a sustained approach that requires working closely with various stakeholders to look at ways to ensure affordable formula milk for children remains available to all.”
To reach out to needy families with children who are aged between 6 months and 6 years, FairPrice Foundation, the charity arm of FairPrice, in partnership with all five Community Development Councils (CDCs), launched the NTUC FairPrice Foundation-CDC Milk Fund – worth $1.5 million – in February this year. The amount disbursed to each family is dependent on the ages and number of children in the family, where each child will receive either $100 or $200 worth in vouchers to purchase any brand of formula milk from all FairPrice supermarkets island-wide. More than 7,500 children from needy families across Singapore will benefit from the scheme this year.
To enhance public education on children’s nutritional needs, in-store collaterals on formula milk nutrition by HPB will be available to help parents make more informed choices.
Last month, FairPrice also announced the launch of the FairPrice FairMily Kit – worth up to $14 million – to celebrate the birth of all Singaporeans babies over the next three years as part of the NTUC Good Start Bundle. Each FairPrice FairMily kit will contain baby and family-related products worth up to $100, including a tin of formula milk. The scheme is anticipated to benefit 35,000 babies per year and will be available to all Singapore citizen babies born between January 2016 and December 2019.
Last year, FairPrice specially brought in Aptamil by Danone Nutricia, a leading milk formula manufacturer in Europe, and priced it 20 per cent lower than comparable brands for all union members.
Other initiatives include loyalty programmes, LinkPoints and membership rebates to help parents stretch their dollar further.