Scandinavian Airlines (SAS) has announced a new in-flight dining experience called ‘Flavors by SAS.’ The announcement came shortly after the airline unveiled a European-style business class for its intra-European flights.
SAS
IATA/ICAO Code
SK/SAS
Year Founded
1946
Designed to offer passengers a more diverse menu, the new meals will debut with the updated European Business Class on October 1, 2025, and later roll out to SAS lounges and intercontinental flights. Flavors by SAS builds on the foundation of the New Nordic by SAS concept launched in 2017. While New Nordic focused on modern takes on Scandinavian dishes, Flavors by SAS will offer a more international menu with greater variety.
Bringing ‘Global Perspective’
Photo: SAS
The airline is currently enhancing its cabin product by introducing an upgraded in-flight dining menu. SAS plans to enhance meal variety and tailor its service to each flight. According to the airline, this new approach allows for easy adjustments based on flight duration, service requirements, and onboard space.
It is worth noting that this practice is already common in the aviation industry, with many airlines customizing their service based on route and destination. However, what’s truly new is that SAS
will let passengers mix and match meal items to create their own tray, offering more variety and freshness. In a bid to reduce waste onboard, the airline will also replace single-use items with porcelain mugs and stainless-steel utensils in business class.
The reason behind the upgrades is not purely economic. SAS stated that customer preferences have evolved over the past eight years since the last in-flight dining menu update. Commenting on the news, Aron Backström, Vice President Product & Loyalty at SAS, said:
“While SAS has always been about bringing Scandinavia to the world, this new concept, Flavors by SAS, brings the world to Scandinavia, incorporating bold and diverse flavors inspired by Europe, the U.S., Asia, the Middle East, and the Mediterranean.”
SAS Euro Business Class Is Back
Photo: SAS
In addition to the elevated in-flight dining concept, the airline is bringing back a European-style Business Class on its intra-European flights after a 12-year hiatus. The Scandinavian carrier cites growing demand for premium products and aims to attract more regional and international premium travelers.
While tickets will be on sale starting May 6, 2025, customers looking to travel on SAS’ business class product will be able to do so beginning October 1, 2025, with the carrier not disclosing whether the newly reintroduced cabins will be introduced gradually or more quickly.
Although this move isn’t surprising, given the global trend, particularly in the Western Hemisphere, of airlines focusing on premium leisure and high-end travelers, SAS is only making modest changes to its cabins. According to the Scandinavian carrier, business class passengers will sit in a dedicated section at the front of the aircraft, separated by a curtain and an overhead divider, with the airline also blocking out the middle seats.
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SAS Brings Back Euro Business Class In Competition For Premium Passengers
SAS will launch flights with the upgraded business class seats on European flights on October 1.
Photo: Renatas Repcinskas | Shutterstock
SAS removed its intra-European business class in March 2013. Then, the airline announced that it would introduce two new service classes: SAS Go, or basic economy, and SAS Plus, or the premium economy alternative to European business class, starting in June 2013.
SAS’ website shows that it currently offers three travel classes: SAS Go, SAS Plus, and SAS Business. The latter, only available on long-haul flights to Asia and North America, offers a la carte menu, free sustenance during the whole flight, in-flight entertainment (IFE), free WiFi, a flat-bed seat, and benefits on the ground, including lounge access and priority boarding.
On short-haul flights, SAS Go is a basic economy product with the only benefit being coffee or tea, while on long-haul itineraries, SAS provides meals and IFE, as well as a power outlet. WiFi is available for a fee.
