When it comes to iconic brands in Singapore, few can match the legacy and fondness people have for MILO. Generations of families have grown up enjoying a cup of MILO at breakfast, in school canteens, or as a quick energy boost during the day. Over the years, MILO has continued to reinvent itself, keeping its drinks relevant and exciting for both the young and the young-at-heart. This year, MILO Singapore has decided to celebrate its 75th anniversary in the country with something that’s not only nostalgic but also collectible – the return of their popular Breaktime Set Plushies.
And here’s the best part – from 25 August 2025 onwards, fans will once again be able to get their hands on these adorable plush collectibles, including a brand-new addition to the family: the Blue Gem Biscuit plush. If that doesn’t already sound tempting, the promotion also comes with a clever twist. Each plush isn’t just something cute to keep on the shelf – hidden inside is a foldable 2-way bag that works as both a duffel and a backpack. Practical, fun, and designed with convenience in mind, it’s a perfect little treat for collectors and everyday use alike.
So, why should people head down to the supermarkets to snap these up? Let’s dive deeper into what makes this promotion worth the trip and why shoppers should not wait too long to secure their favourite design.
A Nostalgic Collection with a Fresh Twist
MILO’s Breaktime Set Plushies aren’t just random plush toys. They are inspired by food items and designs that feel very familiar to people living in Singapore. Each one has a sense of nostalgia built into its design, instantly reminding many of their childhood snacks and moments.
Here are the four designs in this limited-edition collection:
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MILO Packet – representing the drink packet that so many children grew up carrying in their school bags.
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Bun – reminiscent of the simple comfort food that often went hand-in-hand with a hot cup of MILO.
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Pink Gem Biscuit – a throwback to the colourful iced gem biscuits that almost everyone remembers nibbling as a child.
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New Blue Gem Biscuit – the latest addition to the line-up, this introduces a fresh colour and character into the mix, perfect for those who already own the earlier releases.
These designs are not only playful and adorable, but they also hold a special connection to local food culture. It’s this thoughtful blend of nostalgia and creativity that has made the Breaktime Set such a hit with collectors.
A Free Plush with Every Promotion Pack
Unlike many collectible campaigns where people have to spend repeatedly or chase down items at different locations, MILO’s campaign is fairly straightforward. To get one plush, all shoppers need to do is purchase the MILO UHT 125ml Cluster Promotion Pack (5 x 4-packs). Each purchase comes with one free Breaktime Set plush tucked with the foldable 2-way duffel bag.
This makes the promotion not just a chance to collect something unique, but also practical for households. MILO is already a staple in many homes, and buying in bulk packs like this is common for families. With this deal, shoppers are essentially getting extra value for a purchase they might already be making anyway.
The Bag Hidden Inside
What makes the plushes extra appealing is the foldable 2-way bag hidden within. This is not just a gimmick – it’s a functional bag that can be used in two different styles: as a duffel or as a backpack.
Singaporeans are no strangers to needing versatile bags, whether it’s for gym, work, school, or just carrying groceries. Having something compact that can fold away and double up in style makes it a handy everyday item. Combine that with the fun plush exterior, and it’s both a collectible and a practical accessory.
Why People Should Not Wait
The Breaktime Set already had its first release earlier in April this year, and if that was anything to go by, demand was incredibly strong. Stocks moved quickly, and collectors who didn’t act fast missed out. Now, with the added excitement of the 75th anniversary celebration and a brand-new plush design in the line-up, it’s expected that these items will be snapped up just as quickly, if not faster.
For those who have already started collecting the series, this is a chance to complete their set. For those new to it, this is the perfect opportunity to join in before items sell out. In either case, hesitation might mean walking into a supermarket only to find empty shelves where the plushes once were.
Where to Find Them
The good news is that the MILO Breaktime Set Plushies will be made available island-wide. Starting 25 August 2025, the promotion will be progressively rolled out across major supermarkets such as:
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FairPrice
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Cold Storage
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Giant
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Sheng Siong
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Prime
Since distribution will be wide, shoppers don’t have to travel across the island to hunt one down – they can simply check their nearest participating supermarket. Still, it’s wise to get there early, as stocks are always limited.
Celebrating 75 Years of MILO in Singapore
There’s a reason this promotion feels extra special this year. MILO is marking its 75th year in Singapore, and it’s hard to overstate the role it has played in daily life here. From fuelling young athletes in school sports to being a comforting drink at home, MILO has become deeply ingrained in Singapore’s culture.
The plushes and their nostalgic food-inspired designs are a fun way to celebrate this long-standing connection. It’s a reminder that MILO is more than just a drink – it’s part of the collective memory of the community. Promotions like this create opportunities for families to share a piece of that heritage together.
Why Go for This Deal
So, what makes this promotion one that people should not miss? There are a few solid reasons:
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Value for money – The promotion ties directly into something people already buy for their homes. Instead of just getting the MILO packs, shoppers also walk away with a collectible plush and a practical foldable bag.
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Nostalgia and fun – The designs connect with local culture and food heritage, making them unique to Singapore. They’re not just toys, but keepsakes.
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Limited edition – Collectibles like these rarely return once stocks are gone. The earlier run sold out quickly, and the anniversary excitement will only fuel faster demand.
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Great for gifting – Even for those who aren’t into collecting, these plushes make great gifts for children, friends, or anyone who enjoys a bit of quirky charm.
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Convenience – The wide availability across supermarkets makes it easy to get one without needing to go far.
When looking at it from a bargain hunter’s perspective, this promotion checks multiple boxes. It combines practical everyday spending with a free limited-edition collectible, all while celebrating a brand that has been a part of Singaporean life for decades.
Promotional/Event Details:
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Date: 25 August 2025 Onward
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Time: Supermarket Operating Hours
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Venue: Participating outlets island-wide, including FairPrice, Cold Storage, Giant, Sheng Siong, and Prime
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