Masterfoods launches branded inflight meals strategy

Michael Eaton

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Masterfoods International Travel Retail (MITR) is putting two years of research, product development and inflight tests of onboard branded meals into action

Masterfoods International Travel Retail (MITR) has introduced the concept of branded inflight meals, in partnership with Dutch inflight catering specialist Marfo, which particularly target low-cost carriers.

MITR and Marfo recently joined forces to host what is believed to be the first product conference for UK based airlines. During the event, executives from airlines and airline catering companies were able to sample six additional branded products from the Masterfoods Dolmio pasta and Uncle Ben’s rice ready-meal range.

Two variants had already been tested by several airlines, including Aer Lingus, which became the first to introduce branded meals across all its flights. During tests, Aer Lingus recorded a 98% sales rate for all meals loaded on each flight. KLM Royal Dutch Airlines was another early client.

While chocolate confectionery is clearly its main activity, MITR manager Martyn Westbury said: “The ready meals category has great potential and the use of branded meals is attracting growing support.

“During the product conference at Heathrow we set out to demonstrate ways for airlines to develop new revenue streams, especially the low-cost carriers. But these meals also offer a new catering option for airlines, which already provide hot meals. The carriers all want to improve customer satisfaction and maximise revenue; onboard meals are no longer a cost centre, but a profit centre.”