You are using an outdated browser. Please upgrade your browser to improve your experience.

NTUC FairPrice announces $14 million initiative to celebrate birth of new Singaporeans and donates another $1.2 million to support needy families

26 May 2017
  • $14 million FairPrice FairMily Kit initiative to benefit all Singaporeans born between January 2016 and December 2019
  • $1.2 million in food vouchers donated to needy families island-wide through the FairPrice Food Voucher Scheme

Singapore, 21 May 2017 – NTUC FairPrice (FairPrice) announced today the launch of the FairPrice FairMily Kit – worth up to $14 million – to celebrate the birth of all new Singaporeans over the next three years as part of the NTUC Good Start Bundle. In addition, FairPrice Foundation donated $1.2 million, through the FairPrice Food Voucher Scheme, to help needy families alleviate their daily cost of living.

These announcements were made during FairPrice’s annual family walking event this morning, FairPrice Walks With U, which saw 8,500 participants comprising inter-generational family members completing a 4km walk from Marina Barrage to Singapore SportsHub. The event was flagged off by Guest-of-Honour, Mr Chan Chun Sing, Minister in the Prime Minister’s Office and Secretary-General for the National Trades Union Congress (NTUC).

Mr Chan said, “At the community level, efforts have been stepped up to better engage and support families with newborns. NTUC FairPrice’s latest initiative complements these efforts and is aligned to the vision of creating a more pro-family environment where marriage and parenthood are enjoyable and celebrated in Singapore. As the largest group of social enterprises in Singapore, NTUC Social Enterprises, we also want to develop a lifelong relationship with our young families early, and support them with relevant products and services at different stages of their lives. The social enterprises remain committed to playing our part to do good for the community, including the needy.”

Each FairPrice FairMily kit will contain baby and family-related products worth up to $100, including Aptamil follow-on or growing up milk powder from Danone Nutricia – a range of milk powder from Europe specially brought in by FairPrice last year.

Mr Seah Kian Peng, CEO, NTUC FairPrice, said, “The FairPrice FairMily Kit serves to share the joy with parents and celebrate the birth of all new Singaporean babies within the community. At the same time, we recognise that milk powder prices have been rising and we want to do our part to help alleviate some of the costs with this kit.”

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. Eligible parents can sign up for the kit at

Beyond this, following the government’s call to review import requirements to address rising milk powder prices, FairPrice has also been proactively discussing with the authorities and new suppliers based overseas on bringing in better value milk powder. These milk powder products will expand the supermarket’s extensive range of milk powder further to provide better value and a wider choice for consumers. FairPrice expects to make them available to consumers before the end of June this year. More details will be made available closer to the date.

Currently, FairPrice provides over 150 varieties of milk powder from different brands, formulations and pack sizes ranging from $22/kg to $97/kg.

$1.2 million raised at FairPrice Walks With U

FairPrice Walks With U, which is into its fifth annual instalment, also saw a record 8,500 participants come together to enjoy a morning walk with family and friends while also doing their part to give back to the less fortunate. Every year, FairPrice Walks With U seeks to bring together multi-generational families and the community to walk for a good cause. This year, FairPrice Foundation pledged to donate $150 for every participant that signs up for the Walk, capped at $1.2 million. The full amount of $1.2 million in FairPrice grocery vouchers will be donated to benefit an estimated 20,000 low-income families and individuals across Singapore.

Mr Seah added, “FairPrice Walks With U is an annual affair where families come together to stay active while helping needy families meet their daily needs. Every year, we are encouraged by the public’s enthusiasm and support for the event, as well as the energy that families and the community bring to the walk. FairPrice Walks With U reinforces our commitment to make lives better for one and all.”

This year’s walk included a scenic 4km route that featured music and dance performances along the way from Marina Barrage to Singapore Sports Hub, culminating in a carnival at the OCBC Square, which included stage games, activities and food sampling booths and live performances. [END]

About the NTUC Good Start Bundle

The NTUC Good Start Bundle, which was launched in April 2017, includes the FairPrice FairMily Kit, NTUC Income’s complimentary one-year health insurance coverage for newborns, and NTUC First Campus’ brand new publication, Early Experiences Matter: Parent-Child Activity Book, is worth a total of $42 million over four years, based on 35,000 babies per year. The Bundle is available to all Singapore citizen babies born between January 2016 and December 2019. Parents can expect more goodies that the NTUC group of Social Enterprises will be rolling out through the course of the year by signing up for the kit at

About NTUC FairPrice

NTUC FairPrice Co-operative Ltd was founded by the labour movement in 1973, with a social mission to moderate the cost of living in Singapore. From one supermarket, it has grown to become Singapore’s largest retailer serving over half a million shoppers daily, with a network of over 140 outlets, comprising FairPrice supermarkets, FairPrice Shop, FairPrice Finest and FairPrice Xtra. Its convenience arm comprises a network of over 160 FairPrice Xpress and Cheers convenience stores, which serves over 100,000 customers daily. FairPrice Online caters to over 115,000 subscribers offering a hassle-free online shopping experience. NTUC FairPrice also owns a Fresh Food Distribution Centre and a centralised warehousing and distribution company.

Today, with its multiple retail formats serving the varied needs and interests of people from all walks of life, NTUC FairPrice has kept pace with the changing needs of its customers while remaining committed to its social mission and its aspiration to be Singapore’s leading world-class retailer with a heart.

Guided by the philosophy to do well in order to do good for the community, NTUC FairPrice launched FairPrice Foundation in 2008 to focus its giving efforts to provide a better life for the community. FairPrice Foundation focuses its giving on three strategic thrusts – the poor and needy, nation building and community bonding, and advancing workers’ welfare. FairPrice has since donated over S$108 million to the Foundation to further these three areas of focus.

since donated over S$108 million to the Foundation to further these three areas of focus.

For more information on NTUC FairPrice, visit