Brussels Airlines will introduce fresh handmade sandwiches from Belgian food brand Bon on all short- and medium-haul flights in Economy Class starting in June, replacing long-time catering partner Foodmaker. The move marks a new chapter in the airline’s buy-on-board offering almost ten years after Brussels Airlines partnered with Belgian food chain Foodmaker in June 2016 to introduce healthier food options onboard European flights.
Bon, founded in 2015, currently operates 17 stores across Belgium and plans to expand to more than 50 locations by 2032. The company focuses on fresh, handmade food and recently received support from Colruyt Group to accelerate its growth ambitions.
According to Brussels Airlines, approximately 450,000 Bon sandwiches will be sold onboard annually across its European network. To support the partnership, Bon has opened a dedicated production line at its kitchen facilities, where nine employees will work specifically on orders for the airline.
“We made over 40 recipes until we found the perfect selection that stays true to our promise of always delivering fresh, handmade food, that was also suitable to be served on-board an aircraft,” said Bert Gillis, Commercial Director at Bon. “We will have four different sandwiches on offer each time, with a menu that rotates a few times a year.”
Brussels Airlines says the cooperation fits within its strategy of promoting Belgian brands and products onboard its aircraft. The airline has previously partnered with companies such as Neuhaus and Tomorrowland, while also working with Belgian start-ups and designers.
“With Bon we stay true to our DNA: it’s very high-quality and it’s Belgian, just like Brussels Airlines,” said Thibaut Dewilde, Head of Inflight Management at Brussels Airlines. “We are excited about the fresh, handmade way these sandwiches are produced but we’re also proud to be a stepping stone for another strong Belgian brand, helping them foster their ambitious growth plans.”
Foodmaker had been closely associated with Brussels Airlines’ onboard catering offer since 2016, when the airline introduced wraps, salads and healthy snacks from the Belgian company as part of a broader effort to improve the quality of buy-on-board meals on European routes.