SINGAPORE - Families here with newborn babies can look forward to each receiving $100 of groceries, including baby products, from supermarket chain FairPrice.

The FairPrice FairMily Kit, announced on Sunday (May 21) morning, is available for citizens born between January 2016 and December 2019. It is expected to be worth $14 million in all, benefiting an estimated 35,000 babies a year.

The kit will contain milk powder and other family household items, such as rice and diapers.

It was announced by FairPrice chief executive Seah Kian Peng at the fifth FairPrice Walks With U mass walk, at Marina Barrage.

He said: "The kit serves to congratulate parents and celebrate the birth of new Singaporean babies within the community. At the same time, we also want to do our part to help alleviate some of the costs of milk powder with this kit."

Minister in the Prime Minister's Office and National Trades Union Congress Secretary-General Chan Chun Sing, who graced the event, said: "NTUC FairPrice's latest initiative… is aligned to the vision of creating a more pro-family environment where marriage and parenthood are enjoyable and celebrated in Singapore."

The kit is part of the NTUC Good Start Bundle, launched in April, which also includes one year of Income insurance coverage for babies.

Engineer He Tian Kun, 31, whose four-month-old daughter Mia was the first recipient of the kit, said of its contents: "It's a good start, to try out different things."

He and his wife will experiment with the different samples to find out what products work best for Mia, who is lactose-intolerant.

Before the walk was flagged off, Mr Seah also presented People's Association chief executive director Desmond Tan with a $1.2 million donation on behalf of FairPrice Foundation.