An increase in demand for quality in-flight snacks has pushed a number of Australian companies to innovate and adapt their offerings for 35,000 feet above ground level.
There has been a much stronger focus on snacking in the sky of late – with healthy choices a top priority for airlines.
The list of food companies providing products to airlines is long, with current players including Perfection Fresh and Bounce, through to Charlie’s Cookies, Darrell Lea and Rowie’s Biscuits. We rounded up several companies that are hooking up with in-flight opportunities.
From the bay to the sky
One name leading the charge of snacks suppliers making their presence known on tray tables is Byron Bay Cookie Company, which this year celebrates 15 years of flying with Qantas.
Last month it launched a new Art Series range featuring biscuit flavours such as Sour Cherry Cheesecake locally, and a Choc Pretzel & Pecan Cookie available on international flights.
Marketing manager Emilie Emond says working with a major airline has benefited the brand in many ways.
“The Qantas partnership was instrumental in the brand’s success by allowing us to reach a broad audience on a national level.
“Beyond brand awareness, working with airlines also allows a brand to test new flavour profiles and new products, which is highly valuable from a product development point of view.”
On the other hand, the main challenge for the company has been that airlines are constantly reviewing and changing their menu, so a brand’s position can never be taken for granted.
“As such, we constantly strive to push the envelope,” Emond says.
When it comes to the munch
A newcomer to the airline snacks space, Think Products is making waves due to its nutritious clusters of nuts, seeds and dried berries under the popular Munch brand name. Managing director Hugh Cowan was approached to tender for the Jetstar menu 12 months ago, and saw it as a “significant opportunity” to get Munch snacks into consumers’ mouths.
“When you’re on-board a plane and you’re hungry, there’s no option but to take or buy the food that’s in front of you,” Cowan says.
“We’ve had lots of positive feedback and enquiries from both Australian and New Zealand passengers, with most wanting to know where they can buy them on a regular basis. This is anecdotal in nature, but the bottom line is we feel that having our product on board an airline has helped raise its profile.”
There have been challenges in this type of supply relationship though.
“Anything that flies has to be cost-efficient,” he says.
“If the product is to be sold, the mark-up expectation is high, so we had to forgo our margin expectations.
“There’s also a requirement for delivery of product to multiple flight catering sites around Australia, and some sites like Cairns and Darwin are particularly expensive to cover.
“And while we’re given forecasts of demand for each catering site, the products on Jetstar rely on passenger purchase, so it can be very challenging knowing how much stock to keep on hand for ready supply.”
Mountain-top experience
Snowy Mountains Cookies, originating in Jindabyne NSW, has been a supplier to Qantas and Regional Express for close to 11 years. Director Nolen Oayda says the partnership has been “a great boost” to the business.
“Servicing the airline industry is about innovation, as you have to come up with new products for each menu change, he says.
“You also have to create quality products while trying to manage the cost of quality ingredients.”
The benefits are big, but the risks are there, Oayda says.
“Without a doubt, having our products served on airlines like Qantas serves as an excellent marketing tool, however if you can’t make a profit and the volumes are significant, then it turns into a very expensive marketing campaign,” he says.
Just ask Kez
Kez’s Kitchen’s premium packaged snacks also feature prominently in the airline snacks space, with such varieties as Baked Treasure Bites and Free & Naked Choc Mud Bar currently available on Virgin flights.
“We have a very strong supply relationship with all major Australian airlines,” marketing manager Liz Shallcross says.
“ It’s a wonderful opportunity for us to connect directly with consumers of our brand and provide them with a sample of our product which they can see, touch and taste.
“Being flexible enough to constantly develop new and innovative products can be a challenge, but it’s one we relish.”
