Sustainability and operational efficiency have become defining priorities in the travel catering industry. Airlines are discovering that even the smallest product choices carry significant weight. Water, one of the most frequently served beverages on any flight, is proving to be one of the most immediate starting points for change.
Virgin Atlantic has introduced its own private-label water in carton format, produced by Aqualy. Two formats are deployed across the network: a 330 ml pack for Upper Class and a 250 ml format placed on meal trays for Premium and Economy customers. Both are fully customised with Virgin Atlantic branding, turning a functional item into an expression of the airline’s values.
A practical solution
Aqualy’s carton packaging is built around the specific challenges of aviation catering. Made with 73% plant-based renewable materials, it is lightweight, durable and optimised for storage.
Its rectangular format improves space utilisation in catering trolleys and onboard service areas – a detail that, when multiplied across an entire fleet, translates into real logistical and cost efficiencies.
Unlike cylindrical plastic bottles, which roll on service carts and trays during turbulence or handling, the carton stays stable and is easier to manage throughout the service.
The resealable design allows passengers to close it after opening, reducing spills and encouraging more responsible consumption.
The pack carries FSC®, Bonsucro and Carbon Trust certifications. Ly Company Group is also B Corp certified.
A canvas for brand communication
One of the most underestimated advantages of the Aqualy carton is its surface. Unlike a plastic bottle, the rectangular format offers a generous, stable print area that airlines can use as a genuine communication tool. With a simple product that every passenger touches – and often keeps for the duration of the flight – airlines have a direct channel to deliver messages that matter.
The carton can be customised for seasonal campaigns, sustainability pledges, new route launches or loyalty programme promotions. It can carry a QR code, an environmental commitment, a destination story or a brand value statement. Virgin Atlantic and Aqualy have already released two designs, with more potentially to come. In a cabin full of standardised touchpoints, the water carton becomes one of the few items that passengers genuinely hold, read and interact with.
Proven success
Feedback across Virgin Atlantic long-haul routes paints a consistent picture. Since water has been offered as part of the meal tray set-up, service has flowed more smoothly and reliance on larger free-pouring shared bottles has decreased. The result is a noticeable reduction in crew workload, fewer service interruptions and a more positive overall passenger experience.
Across all monitored routes, the impact on both customer satisfaction and crew efficiency was measurable and consistent.
The voice of the airline
“The introduction of Aqualy cartons across our long-haul network has had a positive impact on both customer experience and onboard service delivery,” said Shiada Drysdale, Manager Beverages, Virgin Atlantic. “Since we have offered water as part of the meal tray set up, the result has created a noticeable reduction in crew workload, fewer service interruptions, and a more positive overall customer experience. The product is well-received by both customers and crew and is seen as a meaningful enhancement to the onboard offering.”
The voice of the partnership
For Aqualy, the collaboration with Virgin Atlantic represents a significant step forward in the aviation catering sector. According to Federico Ragusa, International Sales Director, it confirms that meaningful improvements in onboard service can start from the simplest of choices:
“Working with Virgin Atlantic has shown us how much value a well-designed, purpose-built product can add to the onboard experience,” said Federico Ragusa, International Sales Director, Aqualy.” By replacing traditional bottles with a format that is easier to handle, resealable and less likely to generate waste mid-flight, we are helping airlines run a smoother, more efficient service. We are proud to be part of that improvement – and we look forward to continuing to grow this partnership.”
Small change, big impact
For airlines and catering operators, switching packaging formats may appear to be a minor adjustment. But when implemented across thousands of flights and millions of passengers, the cumulative operational and environmental benefits become significant. Lighter packs contribute to reduced fuel consumption. A more stable, resealable format cuts onboard waste. Several airlines have already adopted Aqualy’s carton for their onboard water service, each recognising the practical and material advantages it brings over conventional formats.
The Virgin Atlantic case provides something particularly valuable: not just an endorsement, but concrete, route-level evidence that the change works – for passengers, for crew and for operational efficiency across the board.
WTCE 2026 has just come to a close, providing Aqualy with an important opportunity to share its project and vision with a wide range of industry professionals, airline stakeholders and catering decision-makers. The company also welcomed numerous visitors to its stand throughout the event, using the occasion to showcase its approach to onboard water service and sustainability.
One of the strongest takeaways from this year’s edition was a clear shift in industry priorities: increasing attention to onboard service quality alongside a much stronger focus on sustainability. Taken together, these signals point to a future in which inflight hospitality will be increasingly driven by solutions that combine operational efficiency, customer experience and environmental responsibility.
Aqualy is part of Ly Company Group, B Corp certified. Learn more at aqualy.com
