FairPrice launches high-quality housebrand formula milk range priced from $27 onwards

FairPrice 20 Sep 2017

FairPrice launches first high-quality housebrand formula milk range in its ongoing efforts to address rising milk cost concerns

  • FairPrice Gold housebrand high-quality formula milk range available in three stages for children between the ages of 0 to three years old; each 900g tin of formula milk will be priced between S$27 and S$29
  • FairPrice’s housebrand formula milk range will further supplement the retailer’s existing range of over 150 varieties spanning different brands, formulations and pack sizes currently available for children

NTUC FairPrice (FairPrice) today launched a new housebrand range of formula milk for children, introduced to provide better value and wider choice for customers.

The new formula milk, which is sourced from Australia and available in three variants for children of different ages, will retail between S$27 and S$29 for a 900g tin at all FairPrice, FairPrice Finest, FairPrice Xtra, and FairPrice Shop outlets, as well as at Warehouse Club and FairPrice Online (www.fairprice.com.sg).

Mr Seah Kian Peng, CEO, NTUC FairPrice, said, “The launch of FairPrice Gold formula milk today adds another dimension to our ongoing efforts to holistically address parents’ concerns on rising costs of formula milk. Through our own housebrand label, we are able to provide very good value by offering a high-quality product at a price that is much lower than comparable brands.”

The FairPrice Gold label products offer a range of best-in-class quality grocery items, while still offering the good value that shoppers associate FairPrice housebrand products with. FairPrice Gold formula milk range is sourced from dairy farms in the Gippsland Region of Australia, renowned for production of high quality dairy products, and manufactured in a Pharmaceutical Grade facility under stringent standards set by Food Standards of Australia and New Zealand (FSANZ). All three variants have also been fortified with Omega 3 (docosahexaenoic acid), Omega 6 (arachidonic acid), Lutein, Galacto Oligosaccharides (Prebiotic – GOS) and Nucleotides.

Mr Seah added, “The government’s review of import restrictions for formula milk also allowed us to expedite the process of bringing this product to market at such a short period of time. We strive to make lives better for our customers and will continue to work with various partners and the authorities to provide better value, high quality formula milk options to families.”

The products under the FairPrice Gold formula milk housebrand range include:

ProductPrice
FairPrice Gold Newborn Infant Formula 900g (for 0 to 6 months)$29
FairPrice Gold Follow-On Formula 900g (for 6 to 12 months)$29
FairPrice Gold Growing-Up Formula 900g (for 12 months and up)$27

The launch of FairPrice Gold formula milk further supplements the existing stable of more than 150 varieties of formula milk spanning different brands, formulations and pack sizes currently available for children at FairPrice stores.

Find your nearest Fairprice outlet here

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