Belgian airline Brussels Airlines is restructuring its catering concept on short- and medium-haul flights, focusing more on local partnerships. From June 1, 2026, freshly prepared sandwiches from the Belgian brand Bon will be offered in Economy Class.
Founded in 2015, Bon, which currently operates 17 stores, specializes in handcrafted fresh produce and plans to expand to over 50 locations by 2032. This growth is supported by the Colruyt Group, which has joined the retailer as a strategic partner to expand its segment of high-quality ready meals for on-the-go consumption.
The collaboration involves the delivery of approximately 450.000 sandwiches annually, specially developed to meet the demands of in-flight operations. To handle this volume, a dedicated production line has been established, employing nine people exclusively to fulfill the airline's orders. According to Bon's commercial management, over 40 different recipes were tested beforehand to ensure the quality and texture of the food under the specific conditions of the aircraft cabin. The menu will include four different varieties, which will change several times throughout the year to offer passengers both consistency and variety.
This measure is part of a broader corporate strategy by Brussels Airlines, which is increasingly positioning itself as an ambassador for Belgian brands and talent. In the past, collaborations have already been established with renowned partners such as the chocolatier Neuhaus and the Tomorrowland music festival. The airline also regularly draws on national expertise in the areas of cabin crew and long-haul catering, for example, by having graduates of the Antwerp Fashion Academy design uniforms or by involving start-ups in the dessert selection. The aim is to differentiate the in-flight product from its international competitors through regional authenticity.
The economic significance of this partnership extends beyond mere in-flight catering, as it provides a medium-sized Belgian company with access to an international customer base. For Brussels Airlines, switching to Bon means consolidating its "buy-on-board" model, where economy class passengers pay for fresh meals. Furthermore, the involvement of the Colruyt Group behind Bon strengthens the logistical security and scalability of the supply chain, which is crucial given both companies' ambitious growth targets in the European air transport market.