FairPrice Group launches preschool nutrition initiative in Singapore

This is the group's second initiative aimed at enhancing nutrition awareness amongst Singaporeans.

FairPrice Group (FPG) and FairPrice Foundation (FPF) have launched Start Strong, Stay Strong, Singapore’s first preschool nutrition and sustainability education initiative.

The program aims to empower children and families to live healthier lives through improved nutrition and is developed in partnership with Terra SG and My First Skool by NTUC First Campus, with support from KK Women’s and Children’s Hospital. Currently in its pilot phase, Start Strong, Stay Strong will benefit over 1,000 preschool children from My First Skool by the end of 2024, expanding to reach 20,000 children across all My First Skool campuses in Singapore in 2025.

 “Through our daily engagement with customers, we’ve learned just how important health and nutrition is to Singaporeans, and especially young families looking to give their kids a strong head start in life," said Vipul Chawla, Group CEO of FairPrice Group.

The program consists of three component, namely Healthy Plate Heroes, Food Finder Adventure, and a Take-Home Mission. Healthy Plate Heroes features interactive classroom sessions that teach children about food groups and balanced diets through games and group activities. Following this, children will receive a Take-Home Mission pamphlet with activities for exploring their family’s eating habits and making informed nutrition choices.

To reinforce their learning, children will participate in the Food Finder Adventure, an experiential trail at a FairPrice supermarket. This hands-on activity helps children understand nutrition labels and choose healthier food options while shopping with their families.

Start Strong, Stay Strong is the second initiative launched by FPG to enhance Singaporeans' understanding of nutrition. This follows the Cheers Breakfast Club, which distributed 12,000 nutritious breakfast bundles to Primary 6 students in Singapore in preparation for their Primary School Leaving Examinations.