Breakfast has long been lauded as the most important meal of the day, and as tastes evolve airlines are raising their breakfast game to offer healthier options, greater choice, better quality and elements of personalisation.
Noting that passengers most appreciate “simplicity, balance and freshness”, Virgin Atlantic has redesigned its morning service to offer a cold continental entrée, with a layered yoghurt, fruit and granola bowl. Iberia has added specialities like Mallorcan ensaimada – the island’s local pastry – with yoghurt on some flights; and Korean Air has switched from dairy products to lactose-free and plant-based alternatives.
Alaska Airlines worked with Chef Brady Ishiwata Williams, of Seattle’s renowned Tomo restaurant, for its curated gourmet breakfasts featuring regionally-sourced, seasonal choices, like mochi waffle and fried chicken, brioche French toast and coconut chia.
Evolving concepts
Suppliers see a push towards quality. Joanne Veale, Brand Manager at Monty’s Bakehouse, says: “There’s a noticeable demand for the premiumisation of the breakfast experience – think authentic, locally-sourced ingredients and ‘café-style’ presentations. Warm, comforting breakfasts are also key as passengers seek dishes that balance indulgence with nutrition, and favour high-protein options, innovative
formats and globally-inspired flavours.”
Her team works to reinterpret trends into formats suitable for inflight service, developing breakfast wraps, filled breakfast breads and fruit-filled waffles, for example, and incorporating ingredients such as shawarma, za’atar and spiced fruit compotes. The goal is to balance visual appearance, texture and aroma, and ensure taste holds well after reheating and at altitude.
Interpreting trends
At Snackboxtogo, the team is responding to the trend towards ‘dining experiences’ with concepts that turn the first meal of the day into small journeys. Instead of serving a single tray with a standard set of items, it has created mini breakfast tasting boxes: a small box or tray with four breakfast items, each with its own flavour profile, texture and experience. Items can reflect the flight’s destination.
Else Meijer, NPD Manager, says: “Passengers are looking for a moment of enjoyment and distraction. They appreciate variety and an experience. Breakfasts can play a fun role in lifting the mood and engaging senses.”
Personal touches
En Route’s research into breakfast trends found that passengers value choice, freshness and perceived control. They like being able to make small decisions – such as adding granola to yoghurt, choosing a vegetarian component or adjusting how they combine elements on their tray. These touches give a sense of personalisation while destination-linked items add the perception of thoughtfulness. Subtle regional influences add a sense of connection and care.
Nicole Strachan, Head of Category, Bakery, En Route, says: “Our research found that most people enjoy inflight meals that deliver on flavour, ingredient quality and ease of consumption. This reinforces the importance of simple, well-made products. Passengers value a sense of balance and variety. A mix of hot and cold, sweet and savoury items gives the perception of a more complete meal. It’s not necessarily all about offering more, but about offering better.”
She believes baked products made with named or PDO (Protected Designation of Origin) butters are becoming the benchmark as they deliver a rich flavour, beautiful lamination and the visual appeal associated with a premium experience. She adds: “There’s also a growing appetite for savoury options. Mini pastries remain popular but naturally-sweet fillings such as dried fruit and nuts, rather than icings or custards, are favoured. Seeded and sourdough breads are also popular as their higher fibre and protein content make them appealing.”
Foodcase International also reports a shift towards healthier, higher-protein breakfasts, with requests for more functional items including yoghurts, smoothies with added protein, granolas with seeds and nuts, and reduced-sugar alternatives.
Family firm, Gut Springenheide, offers a range of fresh egg-based breakfast options, including its popular cherry pancakes, now available in a 70g size. The company draws on generations of farming tradition, uses its own fresh eggs and quality flour to ensure the fluffy pancakes look great, while the natural juice of the cherries in the batter gives a sweet, slightly tart and aromatic profile, designed to bring the comfort of home onboard.
Feel good factor
The team at Deli Lites, which has two of its breakfast wraps onboard British Airways, sees wellness leading the charge, with demand up for functional foods that support health and energy levels during travel. They contend that breakfast is no longer just about convenience; it’s about offering passengers something that ensures they feel good in the air and beyond.
Gary McDowell, Head of Food Innovation and Development, Deli Lites, explains: “Our breakfast products are designed to support wellness, with high protein and fibre content. We stay on trend by using locally-sourced ingredients wherever possible, ensuring our food is nutritious and delicious. These shifts have pushed our team to innovate not just nutritionally, but gastronomically. We’re committed to delivering meals that taste great at altitude. Many health-focused products sacrifice taste for function, but we strive to achieve both.”
Breakfasts to buy
Buy-on-board (BoB) breakfasts are also important and Foodcase notes that airlines are elevating their offerings, often combined with a growing focus on pre-ordering and pre-selection. Several of its BoB customers – including easyJet, Transavia and Eurowings – have items from its ambient portfolio, either as single products or as part of combined boxes.
Geert Doek, CEO, Foodcase, says: “For BoB we primarily work with our ambient range, both for hot meals and snack boxes, featuring shelf-stable yoghurts, granolas, protein bars, juices, filled bread rolls and sandwiches. The range has extended to include hot breakfast selections such as a frittata with sausage and beans. These have a shelf life of over nine months.
“Our R&D team invests heavily in developing ambient options that are on a par with frozen in terms of taste and quality. For ambient breakfast boxes, one of the main challenges remains sourcing the right shelf-stable components, particularly sandwiches and breads, where it can be difficult to find truly tasty products with a six-month shelf life.”
The passenger upset triggered when British Airways trialled removing hot breakfasts from domestic routes shows breakfast remains important inflight. Elevating the essentials, reflecting both indulgence and balance, and creating something familiar yet refined seems key. Breakfast, in short, offers airlines a powerful moment to exceed expectations, delight and inspire their passengers.
