The airline industry can be a difficult market to crack – especially for challenger brands and small businesses. When it comes to onboard food, great taste will only get you so far. Brands need to be able to provide the right product, at the right price, and at the required volume.
One such brand that understands these roadblocks well is The Savourists, a savoury snacks expert. However, after exhibiting at the World Travel Catering & Onboard Services Expo (WTCE), The Savourists was able to secure two new pieces of business. Connections made at the show also led to a new senior advisor being appointed in the business.
The story
Today, a more conscious generation of consumers is demanding healthier snacks, but they’re also not willing to compromise on taste. This was the rationale behind setting-up challenger brand and savoury snacks expert, The Savourists, which is paving the way to a healthier and tastier future for airline snacks. Made from edamame, black beans, and puffed rice, The Savourists’ range of ‘Crunchits’ provides the perfect balance of best-in-class flavour with a healthier, high-protein offering.
The solution
Harry Turpin, Founder of The Savourists, explains that – aside from offering an unrivalled product, which is a given – having a reliable and functional supply chain is the single most important requirement for food brands looking to make it in the airline space.
While moving into the airline industry was a premeditated and strategic decision for The Savourists, WTCE opened the door to success.
Harry explains that feedback from experts at the show led to The Savourists adding to its product range, to provide bespoke solutions for the sector.
Although the brand had already adapted its 60g resealable grocery pouch into a 25g pouch for sale on airlines, knowledge gained from attending WTCE led to The Savourists creating a new product line, specifically designed for long-haul flights.
The brand now produces a 15g, free-issue version of its iconic ‘Crunchits’. By slightly reducing the product size and removing its colourful outer sleeve – as this is not seen by consumers onboard – The Savourists was able to offer the airline a reduced cost per unit and meet their requirements. From a size perspective, the product was also more appealing as it allowed the airline to fit more pouches onboard.
The how
Harry cautions that the airline industry is not one to be taken lightly. He comments: “You have to take travel as a channel on its own. It’s not something that can be entered into on a whim, and your business requires a shift in strategy to make it work”.
For those still getting to grips with the industry, he recommends speaking to airlines and other suppliers in the first instance to get a sense of the market and work out if it is the right sector for them. Once they are sure it’s an area they can comfortably operate in, he recommends looking into taking a stand at WTCE.
Harry describes how beneficial and educational WTCE has been for The Savourists, saying “WTCE was the most amazing research project. The calibre of travel trade that attends is second to none. If you want to play in travel, you have to be there. It’s the key meeting point for the industry.”
For businesses planning to exhibit, Harry advises that staying on top of your diary is essential. He explains that WTCE provides opportunities to speak to senior airline buyers that would be almost impossible to secure anywhere else – especially as a small business. But the buyers’ availability is limited, so it’s crucial to maximise your time with them.
The results
According to Harry, exhibiting at WTCE has been game-changing for The Savourists. He explains: “WTCE allowed me to reframe the mindset, especially when it comes to long haul flights and free-issue products. Being a three-day show, you meet hundreds of people from all different sides of the airline industry. WTCE allowed us to get a grip on what the airline industry and wider travel world is really like.”
Harry details how WTCE helped the brand to develop a clear strategy for moving forward in the travel industry. The feedback and knowledge provided by industry decision-makers, directly led to
The Savourists producing a new free-issue product for long-haul flights, which will be offered onboard two airlines in 2024.
A WTCE win
Airlines are constantly seeking to provide innovation and exciting, new products to their customers. It can be difficult for smaller companies to break through but challenger brands such as The Savourists are bucking the trend and offering airlines a new alternative to the savoury snacks which have come before. However, a great product alone is not enough.
Attending WTCE allowed The Savourists to better understand the travel industry landscape. The brand was even able to reimagine its product line based on the feedback received at the show.
Overall, it led to The Savourists securing two new pieces of business. Additionally, as a result of new connections made at the show, The Savourists has now made a new senior advisor was appointed within the business.
The Savourists will be exhibiting again at WTCE 2024. For more information on the show, visit insights.worldtravelcateringexpo.com
