Fasting during the month of Ramadan is not easy. It can bring about a range of emotions, spiritual fulfilment, gratitude, and increased empathy for those less fortunate, but it can also feel physically straining, emotionally draining and mentally exhausting.

Maintaining discipline of both mind and body challenges as individuals go through their day while abstaining from food and water. The modern day, working or not, involves so much time online – reading articles, researching topics or just connecting with friends and family. And it can be even more intense with the constant barrage of food ads and food related content being served.

In recognition of this, and in a show of solidarity for the Muslim community in Singapore, UltraSuperNew Singapore created FoodBlocker, a unique Chrome extension that specifically blocks out all food-related content on users’ browsers from sunrise to sunset, providing a virtual respite from the relentless culinary temptations. While blocking food images may not remove the temptation, it could help keep one’s mind focused on what matters.   

Elric Carvalho, head of creative, UltraSuperNew Singapore, stated, “Being in the business of inciting temptation and creating wants among consumers, we wanted to do more this Ramadan season and show our support to the community.”

To raise awareness about the Chrome extension, influencer friends will be helping to spread the word across their channels, and UltraSuperNew will also share across their social media channels, including Instagram and TikTok. 

The Chrome extension is now available for download on the Chrome Web.