FairPrice Group (FPG) has announced an expansion of its Protein Pledge initiative, aiming to improve nutrition access for seniors across Singapore. The FairPrice Foundation (FPF) will now include milk in its distributions of fresh eggs to vulnerable seniors, as part of its commitment to provide $1 million worth of fresh protein by 2030.
The initiative, first launched in March 2025, is being piloted with senior beneficiaries of FPF’s charity and community partners. This expansion follows feedback from the Stay Strong study, which highlighted that 67% of seniors recognise their need for more protein, yet many are not meeting recommended intake levels.
In addition to the Protein Pledge, FPG has introduced Xtra Senior Week, a monthly event across all FairPrice Xtra outlets. This initiative offers promotions on essential items such as milk powder, health supplements, and adult diapers, helping seniors and caregivers manage rising costs. Furthermore, FairPrice Xtra stores now feature Active Living Zones, providing a one-stop shop for senior essentials and mobility aids.
Vipul Chawla, Group CEO of FairPrice Group, emphasised the importance of these initiatives, stating: “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.”
These efforts are part of a broader strategy by FPG and FPF to enhance nutrition access and education for vulnerable Singaporeans, with various programmes already in place to support different community needs.
