• 12,000 free breakfast bundles will be redeemable at 131 participating Cheers and FairPrice Xpress convenience stores islandwide, from 20 September (2pm onwards) to 21 September (opening hours)
• Each breakfast bundle, worth over $20, includes milk, wholemeal bread, Brand’s Essence of Chicken and other nutritious breakfast essentials
• FairPrice Group is the first retailer in Singapore to recognise the importance of nutrition to help students sustain their focus and productivity during examination preparations and to provide nutrition support through the Cheers Breakfast Club

SINGAPORE, 11 SEPTEMBER 2024 – FairPrice Group (FPG) and its convenience store banner Cheers and FairPrice Xpress announced today the launch of Cheers Breakfast Club. The Cheers Breakfast Club is a first-of-its-kind initiative aimed at providing Primary Six (P6) students with the nourishment and encouragement they need to get a strong head start with preparing to cross the final milestone of their Primary School life – the Primary School Leaving Examinations (PSLE).

Through the initiative, supported by FPG’s philanthropic arm, FairPrice Foundation (FPF), FPG will distribute 12,000 breakfast bundles¹ containing a variety of delicious and nutritious breakfast essentials to P6 students across 131 participating Cheers and FairPrice Xpress convenience stores islandwide. The distribution will take place on 20 and 21 September 2024.

Each breakfast bundle, worth more than $20, includes breakfast essentials such as milk, cereal, and wholemeal bread, as well as protein from Brand’s Essence of Chicken and canned tuna, to fuel students through their final revisions and examinations. 

To redeem a breakfast bundle, students taking their PSLE this year just have to visit one of the participating Cheers or FairPrice Xpress outlets and present their student card or PSLE examination slip for verification. Through the redemption process, FPG hopes to encourage students and their families to take a short break, refresh, and reset outdoors before the examinations start in earnest. Redemptions are limited to one bundle per student, and on a first-come-first-serve basis, while stocks last². 

Vipul Chawla, Group CEO, FairPrice Group, highlighted the important role that health and nutrition can play in providing young families and their kids a strong head start in daily life: “We recognise the exciting shared journey that PSLE examinations represent for many Singaporean students and their parents. This is a time in their lives where physical and mental well-being play a pivotal role, and at FairPrice Group, we believe that good nutrition is the key to maintaining a healthy balance of both. Through initiatives like the Cheers Breakfast Club, we hope to make this rite of passage a bit more enjoyable, and the daily lives of our students and parents just a little better.”

The Cheers Breakfast Club is the latest in a series of programmes launched by FPG this year to improve Singaporeans’ access to daily essentials, including absorbing the GST hike on 500 staple items, offering FairPrice Return Vouchers in conjunction with the government’s two tranches of CDC vouchers, and providing May Day and National Day deals for NTUC union members. 

In the coming months, FPG will continue to deliver on its social mission through a series of initiatives that will elevate Singaporeans’ understanding of nutrition and improve the way that they access it in their daily lives.

For more information on the Cheers Breakfast Club and participating outlets, please visit:
https://www.fairpricegroup.com.sg/fairprice-foundation/cheers-breakfast-bundle/

1   12,000 breakfast bundles have been prepared based on 30% of the PSLE cohort in 2023 
2 https://www.fairpricegroup.com.sg/fairprice-foundation/cheers-breakfast-bundle/