Those who have flown Brussels Airlines over the past three years – especially in the long haul cabins – will have noticed something missing – Neuhaus chocolates.
Well, for those with a sweet tooth, there is good news – they are to reappear in-flight, as well as on the ground.
After a three-year break the large praline boxes will make their reappearance on board long haul flights and every business class passenger will receive a chocolate gift box.
At the lounge “THE LOFT by Brussels Airlines and Lexus” at Brussels Airport – where master chocolatier Eric Lauwers makes live chocolates – an exclusive “THE LOFT” praline was introduced in February this year.
The partnership with Neuhaus will be most visible to business-class travellers. Brussels Airlines is reintroducing the luxurious gift box with 12 chocolates of dark, white and milk chocolate after a three-year absence.
In Quotes
Nicolas Iritcity, Inflight Product Manager, Brussels Airlines, said:
“Our partnership with Neuhaus is one of the longest-running collaborations in our existence. Chocolate is a perfect match with what we stand for as an airline: 100% Belgian passion and quality. On our long haul flights alone, more than 300,000 business class passengers can taste one of Belgium’s top products.”-
–Alexandra Bevernage, Travel Retail Director, Neuhaus, added:
“We are very happy to offer the Brussels Airlines’ Business Class passengers their favourite chocolate on board again, a unique gift which was clearly missed by many travellers. They can treat themselves, their family, friends or business associates to it. The Original Belgian Chocolate is back on board to delight our addicted customers.”
Maxim Roelen, Product Manager Cabin & Ground, Brussels Airlines, gave information about the ground experience:
“In our lounge ‘THE LOFT’, we really pamper our guests and work closely with our partners such as Lexus and Neuhaus. Experience is central to this. Our loyal customers are familiar with the sight of Neuhaus’ master chocolatier Eric Lauwers making pralines live in our lounge since 2018. Every year, more than 100,000 pralines are tasted which accounts for over 1 ton of chocolate made by Neuhaus’ Mâitre Chocolatier. Since February of this year our guests can also enjoy a special praline – a manon filled with fresh cream & coffee enrobed in white chocolate – which is exclusively available in the lounge.”
Showing off Belgium and partnerships
As we discussed in an earlier article, a partnership like this has to be beneficial for both the airline and the product. Brussels Airport has seen more than its share of Neuhaus chocolates in the past:
Neuhaus Chocloate Dress
That partnership can take the form of promotion, brand awareness, advertising, as well as revenue increases for both parties.
Brussels Airlines works with other parties too – with the airline offering healthy fresh meals and snacks from Belgian company Foodmaker, different Belgian beers onboard – and yes even Belgian fries on board – as I reviewed a few years ago.
Again, it’s a different way of implementing the passenger experience, as well as bringing its Belgian feel to the airline – which for an airline buried in the Lufthansa Group, has its reasons to stand out to its passenger base.
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