SAS Announces New Approach to In-Flight Dining: Flavors by SAS
Originally published on APEX
Scandinavian Airlines (SAS) has announced significant improvements to its in-flight food and beverage offering with the introduction of Flavors by SAS, a new concept designed to bring passengers “a more varied and globally inspired culinary offering.”
A More Global Take on its “New Nordic” Menus
Scandinavian Airlines last updated its inflight dining menu in 2017 with the launch of its New Nordic By SAS concept. The New Nordic program focused on Scandinavian specialties with a modern twist, while its upcoming Flavors by SASmenu – set to debut with the airlines’ updated European Business Class product on October 1 and later roll out to SAS lounges and intercontinental flights – has been designed with a more global perspective to deliver greater variety to passengers.
According to SAS Vice-President of Product and Loyalty Aron Backström, “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 US, Asia, the Middle East, and the Mediterranean.”
Rethinking the In-Flight Dining Experience
More than just a new menu, Flavors by SAS is a rethinking of the in-flight dining experience focused on a flexible approach. As such, SAS can change meals based on a flight’s duration, available onboard space, and service requirements. The concept will allow for a simpler basket service as well as full tray meals with hot and cold dishes.
Another key feature is that the airline can mix and match meal items to create unique tray combinations. Backström explained that SAS’ “innovative dining approach and rotating menu system sets a new standard in in-flight 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.”
Furthermore, as the airline looks to reduce waste onboard and elevate the onboard dining experience for passengers in its Euro Business Class, it will introduce durable stainless steel utensils, glass and a double-walled porcelain mug for reuse.
The Return of Euro Business Class
The announcement of Scandinavian Airlines’ new in-flight dining experience comes just a week after the carrier unveiled that it would reintroduce European Business Class starting October 1, 2025.
In 2013, SAS announced that it would discontinue its traditional European Business Class as the airline looked to simplify its service offering, reduce operational costs, and compete with low-cost carriers such as Ryanair and EasyJet. European Business Class was replaced with a two-class cabin layout that included SAS Plus (premium economy) and SAS Go (economy).
Now, after a twelve-year hiatus, SAS is bringing back European Business Class on intra-European flights as it looks to attract more premium travelers across its short-haul network.
SAS Chief Commercial Officer Paul Verhagen explained, “While SAS Plus has provided an upgraded experience, it has lacked the recognition and clarity that travelers seek. With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a top European airline.”
The new European Business Class cabin will feature a dedicated section at the front of the aircraft, separated by a curtain and overhead divide. The middle seat will be blocked to provide passengers with additional space and privacy.
In addition, passengers traveling in the new European Business Class cabin will benefit from priority services on the ground, including priority check-in and boarding and increased lounge access, providing passengers with a seamless travel experience.
