With Scandinavian Airlines planning to relaunch its European Business Class product, SAS is unveiling a new Food and beverage concept called Flavors by SAS.
The new Flavors by SAS represents the next step in the evolution of onboard dining, which started in 2017. While the “New Nordic” programme highlighted Scandinavian specialities with a modern twist, Flavors by SAS brings a broader, more global perspective—delivering greater variety, enhanced presentation, and international culinary influences tailored to today’s SAS travellers.
This builds on the current Food and Beverage concept, which has been in service for eight years, with the airline deciding it needs to evolve.
According to the airline, Flavors by SAS-concept will bring:
- New menus – More globally inspired culinary offerings.
- A Tiered meal service – Various service levels ensure that meal offerings align with flight length and conditions, from a simpler basket service to full tray meals with hot and cold dishes.
- A Flexible dining approach – This allows SAS to mix and match meal components to create unique tray combinations, ensuring variety and freshness.
- Offering Rolling menu rotations – Meals change frequently, ensuring frequent travellers get to experience new options.
- An Elevated presentation in Business Class – SAS replaces single-use items with porcelain, a unique double-walled porcelain mug, glass and stainless-steel utensils to elevate the onboard dining experience.
To support the launch, SAS is also introducing a new, more flexible dining approach to improve meal variety and adapt service to each flight. The new approach makes it easy to adjust meals based on flight time, service needs, and available space onboard to create a smoother service.
With this new product concept, SAS is also reducing food waste, prioritising local sourcing whenever possible, and minimising plastic packaging by increasing the use of compostable and recyclable materials, as well as shifting back to porcelain tableware and metal flatware, offering a durable, reusable alternative to single-use items.
In Quotes
Aron Backström, Vice President Product & Loyalty at SAS.
“While SAS has always been about bringing Scandinavia to the world, this new concept, Flavors by SAS, brings the world to Scandinavia, incorporating bold and diverse flavors inspired by Europe, the U.S., Asia, the Middle East, and the Mediterranean,”
He adds
“SAS’ innovative dining approach and rotating menu system sets a new standard in inflight dining, providing a flexible, customer-centric alternative to traditional static menus. This dynamic model positions SAS at the forefront in innovation and adaptability within airline food and beverage service.”
It’ll be down to the implementation
It’s interesting to see that SAS is looking at its catering offering, as it plans to re-implement European Business Class across its short-haul network after its dalliance with SAS Plus.
SAS is following other airlines which tier their services, as they seek to manage costs whilst delivering an appropriate service in-flight.
Like most things, it will be down to how it’s implemented and the tiering between flights. Only then will we see how successful they are.
Images, Scandinavian Airlines.
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