Singapore

Made in Singapore: Einmilk launches under-S$40 milk powder; FairPrice mulls house-brand formula

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02:08

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A new locally made brand of milk powder, costing less than S$40 a tin, was launched on Tuesday (May 30), amid public concern over
the rising prices of formula milk.

By Elizabeth Neo (/author/8572088)

30 May 2017 05:17PM
(Updated: 30 May 2017 11:32PM)

SINGAPORE: A new locally made brand of milk powder, costing less than S$40 a tin, was launched on Tuesday
(May 30), amid public concern over the rising prices of formula milk.

The made-in-Singapore formula, Einmilk, is owned by local company AE Solution and manufactured here by SMC
Nutrition.

Separately, supermarket chain FairPrice is exploring ways to bring in more formula milk products, as well as
developing its own house-brand milk powder, a spokesman told Channel NewsAsia.

The developments come about a week after the Government formed ataskforce to address the rising prices of
formula milk (/news/singapore/taskforce-set-up-to-implement-tighter-regulations-on-formula-8871976)in
Singapore.

LEVERAGING THE SINGAPORE BRAND

Einmilk business director Chan Yong Chyesaid that his company wants to leverage the Singapore brand and

produce the item locally, which it hopes can soften price in ation.

He added there are also plans to export the product to other Southeast Asian Advertisement
countries within the next three years.

 File photo of Singapore-made milk powder Einmilk. (Photo: Elizabeth Neo)

Einmilk costs between S$19 and S$22 for a 400g tin and between S$33 and S$39 for an 800g tin. There are four
formulations for the di erent stages of a childs development, including a lactose-free version.

The brand is currently available at U Stars supermarkets.

Mr Chan said that the supermarket chain was chosen because of its accessibility to Singaporeans. Most of their
stores are in the heartland area, where most of our Singapore consumers are residing in. So that puts us in a good
position to be close to our customers, he said.

He added that there are plans to expand sales to more local retailers in the coming months. We are open for
further discussion with all the key retailers. The most important thing is the Singaporean consumer actually buy
the idea of a Singapore-made infant milk product. If this idea can be taken by the Singapore consumer, I think
eventually we will have more points of sales for our Einmilk products.

Einmilk is also available online on Shopify and Facebook.

Only its Stage 2 (six to 12 months), Stage 3 (toddlers and children from one year onwards) and lactose-free
variants are sold online, because milk formula for infants from zero to six months is not allowed to be sold online
under the Sale of Infant Foods Ethics Committee Singapore's code of ethics.

The company said its products are regulated for adherence to standards by the Agri-Food and Veterinary Authority
(AVA) and the Hazard Analysis Critical Control Point (HACCP). It is also halal-certi ed by the Islamic Religious
Council of Singapore.

FAIRPRICE MULLS HOUSE-BRAND MILK POWDER

Separately, local supermarket chain FairPrice told Channel NewsAsia that it is exploring ways to bring in more
choices of infant milk powder.

The chain said it is in discussions with authorities to expand sourcing options to provide better-value products to
parents. We are actively in contact with several suppliers based overseas and are making good progress, and are
in the nal stages of bringing in new milk powder products, a FairPrice spokesperson told Channel NewsAsia.

At the same time, we are also pursuing the viability of developing our own house-brand milk powder.

The supermarket chain said it would give more details within the next fortnight.

"CHEAPER DOES NOT MEAN 'NOT AS GOOD'"

MP Rahayu Mahzam, a member of the Government's taskforce, said that it was "de nitely important" to bring in
more alternatives from reliable and safe sources, to allow for greater price competition.

Of the new Singapore-made formula brand, Mdm Rahayu said: "Given that it is a local product, there could be
more con dence in the production, which is subject to the strict food regulations here.

"Also, the manufacturers should have better insight to local needs and nutrition."

She added that she hoped parents were open to new products that were potentially as good as existing ones.
"Cheaper does not mean 'not as good'," she said.
 "The hope is that parents will have more information on the nutritional needs of their children and can make
informed decisions - without being swayed by labels and marketing tactics.

Source: CNA/dt

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12 Comments Sort by Oldest

Add a comment...

Kwong Ngan Yap

I say man ... Give this company a beer.cheers
Like Reply 1 May 30, 2017 3:37am

Jayson Ngiam Business Development Manager at Hua Yang Group - HEV Division
Wow abit too fast isn't it?
How long does it take for the milk to be
"Certified by AVA and HACCP" and what sort of R&D has gone into the production?
Any track record to prove?
Just that it seems this company has long hands.... long enough for the Ministers to take note of despite the local dads n mums complaining about it for
years!!
Like Reply 4 May 30, 2017 4:41am

Choy Chee Wei Works at Singapore, Singapore

Timing seems just about right for this company though its decline could be just as fast if NTUC releases a AVA and HACCP certified milk soon.
Like Reply May 30, 2017 10:42pm

Mic Shell
Hope there will be soy version. Many kids can't take dairy
Like Reply 1 May 30, 2017 5:01am

Joanne Tan Mindset Learning Hub

Brands that have been in the market for a long time is safer than new brands. If I've a child, I would ask for recommendations from a family doctor.
Nobody knows what are the ingredients in the milk powder for children that cost cheaper that may not be stated on the product cover. Also need to
check for your children's allergy to certain ingredients as allergic reactions can be fatal.
Like Reply 1 May 30, 2017 6:56am

Ricky Lim Singapore

Posted on :-
May 8, 2017

Reply 00

ricky l
ricky l 5 seconds ago
One way to press the price of milk down - is come up with no frill housebrand milk formula for $20.

Sure this will press the branded milk formula down from $60 to $20.... See More
Like Reply May 30, 2017 7:13am

Ricky Lim Singapore

Posted on :-
May 8, 2017

kok kok 2 minutes ago

People will perceived it as low quality and will pay for the highier price one
00

ricky l
ricky l 15 seconds ago
Those who don't mind to pay = pay more lor.... See More
Like Reply May 30, 2017 7:27am

Ricky Lim Singapore

Einstein didn't eat formula milk powder - he is a genius.

All the elderly, our parents, grandfather, Mr LKY - did not eat formula milk - all equally smart to build this modern Singapore.

So expensive formula milk will make baby Einstein meh? Or make babies superman meh?

Many are fool by kiasuism, kiasi-ism.