FairPrice's SG60 chips puts local flavour in every crunch

FairPrice Group (FPG) is tapping Singapore’s SG60 milestone to strengthen its position as a people’s brand by rolling out three limited-edition housebrand label potato chip flavours inspired by local favourites: kopi, laksa and black pepper crab.

The tongue-in-cheek snack range lands on shelves across FairPrice supermarkets and Cheers convenience stores from July to September 2025, giving shoppers a taste of Singapore’s hawker heritage in every bite.

To extend its brand presence beyond the aisles, FPG is also sponsoring over 400,000 packs of its FairPrice truffle chips for National Day Parade (NDP) funpacks, a contribution worth nearly SG$500,000. The gesture ties the brand directly to the country’s biggest annual celebration, giving it front-row visibility with consumers during a key cultural moment.

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Alongside the SG60 chips, FPG has launched new flavoured cashews — wasabi, honey mustard and garlic — and new potato crisps in original, mala and tomato, all under its growing Own Brands housebrand portfolio.

Today, the grocer’s private label arm spans more than 3,500 products, typically priced 10% to 15% lower than branded alternatives, said the supermarket giant in a statement.

It added that one in three items in a typical FairPrice basket is now an Own Brands product, with snacks among the top three categories driving first-time trial. 

Vipul Chawla, group CEO, FairPrice Group, said “SG60 this year is all about uniting as one to build a better Singapore, and there’s nothing that brings Singaporeans together more than food."

"Whether it’s with our Truffle Chips in NDP funpacks, or experiencing new fun local flavours through our SG60 chips range, our aim is to make every day a little better by giving Singaporeans a reason to celebrate and indulge affordably this National Day," added Vipul. 

The SG60 range builds on a string of value-led initiatives FPG has rolled out this year to cement its reputation as an everyday essentials champion from its "Save every day" campaign offering up to SG$60 in savings through 400 unique vouchers, to May Day commitments worth over SG$5 million in savings for workers, and multiple rounds of FairPrice return vouchers.

In tandem, FPG is also doubling down on AI-led personalisation and automation through its new “Store of tomorrow” (SOT) programme, a sweeping tech roadmap unveiled at NRF’s Big Show Asia Pacific 2025.

The SOT initiative aims to transform in-store and omnichannel shopping with generative AI, data analytics, automation and biometric payment across FairPrice supermarkets, Cheers outlets, Kopitiam and its app. Pilots will roll out first at its new Punggol Digital District FairPrice Finest store opening in Q3 this year, featuring smart carts, palm scan checkout, video analytics and more.

Over the next three years, FPG plans to test more than 20 new digital solutions annually as it bets on hyperpersonalisation and frictionless payments to deliver more value to Singapore shoppers, and more retail media opportunities for brand partners.

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