Challenge
As part of a broader brand partnership between British Airways and renowned chef Tom Kerridge, Tourvest was entrusted with managing the end-to-end development of a bespoke inflight sandwich range. This initiative required close collaboration with Tom to ensure the products aligned seamlessly with both his culinary ethos and British Airways' brand values.
The range was to be designed to deliver a compelling flavour profile that would not only excite and delight passengers but also drive strong commercial performance. Balancing premium quality with broad customer appeal was central to the success of this high-profile collaboration.
Solution
Tourvest led the full development of a premium inflight sandwich range as part of British Airways' brand partnership with Tom Kerridge. This range became a long-standing staple within the airline's onboard menu, recognised for its quality, innovation, and customer appeal. Key pillars of the development process included:
- Market Research
Comprehensive research was undertaken to identify flavour profiles that would resonate with passengers and support commercial success. - Product Development
Tourvest worked closely with Tom Kerridge to brief and develop the full product range, ensuring it was fit for purpose and aligned with both brand identities. - Technical Compliance
Rigorous technical reviews and audits were conducted at selected manufacturing sites to ensure full compliance with food safety and airline standards. - Brand Development
Packaging and branding were created in line with British Airways' guidelines, resulting in a co-branded, exclusive product that reflected both partners' values. - Marketing Activation
A fully integrated, omni-channel marketing campaign was executed to build awareness, generate excitement, and reinforce the strength of the brand collaboration.
Results
The British Airways x Tom Kerridge sandwich range remained onboard for several years, a testament to its commercial success and the strong customer affinity it generated. Passengers consistently responded with enthusiasm, making the range a standout feature of the airline's onboard offering.
Tourvest's leadership in developing this collaboration has since positioned the company as a trusted partner in the Fresh Food to Go market. Building on this success, Tourvest has continued to evolve its portfolio, delivering innovative food solutions in partnership with other leading brands and chefs.
Fresh food is a vital category within any retail buy-on-board menu, consistently contributing over 10% of revenue for most short-haul carriers. Its importance grows on longer flight routes, where passengers expect a more substantial and satisfying food offering beyond everyday snacks.
The food-to-go market is predominantly led by sandwiches, making it essential to get the quality, branding, and customer appeal of both sandwiches and supporting fresh food products exactly right. Delivering a compelling fresh food proposition is critical to enhancing passenger satisfaction and driving commercial success.