FairPrice launches Australian milk formula range priced
under $35 for a 900g tin

A new range of formula milk, Australia's Own, on the shelf of Fairprice Xtra at AMK Hub on June 15, 2017. ST PHOTO: KEVIN LIM

 PUBLISHED JUN 15, 2017, 3:43 PM SGT UPDATED JUN 15, 2017, 7:52 PM

Tiffany Fumiko Tay (

SINGAPORE - Following calls for more affordable infant formula options here, supermarket chain FairPrice on Thursday (June 15) announced the launch of a
new range imported from Australia, priced between $27.50 and $35 for a 900g tin. It is priced similarly as in Australia, where the range is AU$25 to AU$35.

The average price of a 900g tin of infant milk powder has more than doubled over the last decade to $56.06, making it among the highest in the world, along
with those in China and Hong Kong.

Public unhappiness and debate over the high prices prompted the Government to announce measures to address the issue last month (May), while
supermarkets said they would look into sourcing more affordable options.

The "Australia's Own" brand, manufactured by Freedom Foods, has only been available in Australia until now. It uses milk sourced from the dairy pasture
area of Gippsland, Victoria, and meets safety and nutritional requirements here. Its step 1 to 3 range, for newborns to 12 months and up, will be on shelves at
FairPrice stores and its Warehouse Club from tomorrow (June 16).

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  Senior Minister of State for Trade and Industry Koh Poh Koon said at the briefing that The Agri-Food and Veterinary Authority has been working with retailers to facilitate the entry of more suppliers and brands of formula milk. he added. to help parents make more informed choices. who is also an MP for Marine Parade GRC." said Mr Seah. said Mr Seah. As part of the Health Promotion Board's (HPB) efforts to educate parents on the nutritional needs of children. costs under $40 for 800g tin  Related Story Milk powder: Matter of supply and demand "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. as well as typical weaning food. Giant and Sheng Siong stores. The streamlined requirements aid the ease of import by reducing business and compliance costs and shortening the process.  The shelf displays will show a nutrition comparison of eight stage two formulas. with the Australia's Own brand taking only a month to land on shelves. Cold Storage has also said it is taking steps to develop its own formula.  "We will continue to proactively work with the authorities and new suppliers to provide better value and a wider choice of formula milk for the community.  FairPrice is continuing to look at developing a house brand formula.At a media briefing at AMK Hub's FairPrice Xtra. in-store collaterals on formula milk nutrition will be rolled out to 174 major supermarkets." he said. including at Cold Storage. .  Related Story Made-in-Singapore infant milk powder launched. FairPrice chief executive Seah Kian Peng said that the introduction of the Australia's Own range will complement the existing 150 formula milk varieties on its shelves that range from $22 per kg to $97 per kg.

" said Dr Koh.  "If they like it then I'll switch to this since it's very cheap. Dr Koh said though he stressed that food safety is not compromised. which manufactures foods such as organic rice and almond milk. launched its formula range less than a year ago.  Housewife Indra Krishnasamy.许宝琨 and the Agri-Food & Veterinary Authority of Singapore (AVA) have been working with retailers/importers to facilitate the entry of more formula milk products at lower prices.  It is able to keep costs low as Freedom Foods owns two cow farms in Australia. we can offer more affordably-priced choices for parents and their babies! Photos by The Straits Times © Singapore Press Holdings Limited 103 1 3 This includes streamlining import requirements by working with overseas counterparts to ensure that health certificates and quality control documents are in alignment. said Dr Koh. he said.  "As a result of streamlining the cost the product can be sold at a very competitive market price. These include tightening regulations on labelling and advertising. rather than having retailers seek out the necessary documents before import. while the HPB has increased public education to help parents make informed choices. So despite being an imported product.  The opportunity to break into its first foreign market in an exclusive collaboration with FairPrice was thus a good one for the company. similar to in Australia. NTUC FairPrice has taken the lead by bringing in this Australian formula milk at under $35 for a 900g tin (below the average market price of $56 today). I think this is something we will continue to do." she said.  This helps to make the process faster and reduces business costs so that savings can be passed on to consumers. and I would like to encourage all other retailers to consider also bringing in products to widen choices for consumers. such as with the supermarket shelf display boards. The task force has also been working with hospitals to increase educational activities for young parents.  . purchased a tin of Australia's Own's stage 2 formula on Thursday to try with her 8-month-old twin daughters. while the streamlined requirements helped it to save about 5 to 10 per cent in import costs. 37. Freedom Foods Group's country director Peter Brown said that the company. With greater competition in the market. facilitating imports of more formula milk options. he said. the cost is kept affordable. while offering an affordable option for Singaporean families. said Mr Brown. Lawrence Wong about 2 months ago <More affordable infant milk powder> SMS Koh Poh Koon . who currently go through about five tins of Similac that cost over $250 a month.  Dr Koh is leading a task force to ensure key measures announced by the Government last month are put in place by the end of the year. strengthening public education and encouraging good practices in hospitals.