What are these people queueing enthusiastically for on a Monday morning?

Monday blues?

Not for these people who were up bright and early to celebrate homegrown brand Mr Bean's 28th anniversary -- by queueing up for discounted soy milk.

To mark the joyous occasion, customers got to purchase Mr Bean's Classic Soy Milk at just $0.28 per cup.

Each person was allowed a maximum of two cups. The promotion was limited to 280 cups per outlet, from 9.30am to 12pm today (Oct 9).

A snaking queue was spotted at Mr Bean's Sun Plaza store in Sembawang at around 11am and got progressively longer as noon approached.

Customers in line were given a queue number, likely to ensure that no one would queue for naught, and waited around 30 minutes for their turn to order.

Staff were seen working efficiently as well as patiently explaining the promotion to the elderly.

The queue dissipated after 12pm.

For those who missed the deal, you can still get two pancakes at $2.80 all day long.

View more photos in the gallery.