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Last week, I wrote about SAS announcing that it is bringing Business Class back to its intra-Europe flights on October 1st. Today, the Scandinavian airline shared details around a new dining concept with a more premium and flexible experience that includes reusable premium tableware. SAS is calling this “Flavors by SAS.”
The new offering will build upon the “New Nordic by SAS” concept that launched in 2017. “Flavors by SAS” represents the next step in the carrier’s onboard dining offering. SAS will bring a broader, more global perspective to its upcoming menus. The current food and beverage concept has been offered for eight years and it’s time for a change.
Key features of the “Flavors by SAS” concept include:
- New Menus: More globally inspired culinary offerings.
- Tiered Meal Service: Meal offerings will better align with flight length and conditions (from a simpler basket service to full tray meals with hot and cold dishes).
- Flexible Dining Approach: This allows SAS to mix and match meal components to create unique tray combinations.
- Rolling Menu Rotations: Meals will change frequently, ensuring frequent travelers get to experience new options.
- Elevated Presentation in Business Class: SAS will replace single-use-items with porcelain, a unique double-walled porcelain mug, glass, and stainless-steel utensils to elevate the onboard dining experience.
The new food offering will also help SAS reduce food waste, prioritize local sourcing whenever possible, and minimize plastic packaging by increasing the use of compostable and recyclable materials.
With these changes, SAS will align better with Air France and KLM’s intra-Europe Business Class offering. The airline wants to join a joint venture and needs to have a product that is competitive for travelers. I’m happy to see the return as I always enjoyed the meals and service on SAS, but shied away when it stopped offering true Business Class (I do not check bags and am always leery when I can’t book Business because of a fear that a gate agent may attempt to make me check my bag as Economy usually has a lower allowance).
Aron Backström, Vice President Product & Loyalty at SAS, said:
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. 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.”
Anthony’s Take: I look forward to SAS once again offering Business Class on intra-Europe flights and these meals look delicious.
(Image Credits: SAS.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
