British Airways is partnering with Marks & Spencer to offer customers on short-haul flights the option to purchase a premium food range at 35,000ft.
The new menu will replace the airline’s current complimentary snacks.
It will include items from the M&S Food on the Move selection and will be available in the economy cabin on short-haul and domestic flights from Heathrow and Gatwick from January 11th, 2017, and from London City and London Stansted by summer 2017.
The collaboration follows extensive customer research and feedback, which highlighted dissatisfaction with the airline’s current short-haul economy catering, and found fliers want more choices that reflect what they would normally select when out and about.
Alex Cruz, British Airways chairman, said: “We know our customers expect a great experience with British Airways.
“They’ve told us we are experts in flying and service, but when it comes to catering on short-haul flights, they want to choose from a wider range of premium products.
“Like British Airways, Marks & Spencer is a well-known, premium British brand that is respected and trusted, so it’s an ideal partnership, providing our customers with a choice of products they recognise and value.”
Prices will range from £1 for hand cooked crisps up to £4.95 for a Balanced for You spiced chicken with quinoa and rice salad.
Throughout the year, the aim is to deliver bespoke items designed specifically for British Airways customers by Marks & Spencer.
Elements of the menu will also change on a quarterly basis to reflect the seasons.
The range will include a number of great fresh options as well as packaged products that are easy for customers.
Andy Adcock, director of food at Marks & Spencer, said: “We’re proud to be supplying a great British brand with a reputation for quality and customer service that mirrors our own.
“For 35 years we’ve had a market leading Food on the Move offer and we’ll supply British Airways with customer favourites and healthy choices made with outstanding ingredients, all with the provenance you’d expect from M&S.”