SAS Launches Flavors by SAS to Serve Global Cuisine and Reduce Food Waste

(IN SHORT) Scandinavian Airlines is launching Flavors by SAS, a new globally inspired inflight dining concept beginning October 1, 2025, in conjunction with its updated European Business Class. Moving beyond the Nordic-focused cuisine of its previous New Nordic concept, SAS is introducing a flexible and diverse culinary offering featuring rotating menus from around the world. The new service model includes tiered meals based on flight duration and improved Business Class presentation using reusable tableware. Focused on sustainability, the initiative also reduces waste and plastic use. SAS aims to redefine airline catering with variety, adaptability, and a premium passenger experience.

(PRESS RELEASE) STOCKHOLM, 2025-Apr-23 — /Travel PR News/ — Scandinavian Airlines (SAS) is launching a bold new culinary initiative, Flavors by SAS, a modern and globally inspired Food & Beverage concept set to debut on October 1, 2025. The introduction of Flavors by SAS marks a significant evolution in the airline’s inflight dining, offering passengers greater menu diversity and an enhanced onboard experience.

The launch coincides with the unveiling of SAS’s new European Business Class and will later extend to lounges and long-haul flights. Building on the legacy of New Nordic by SAS, introduced in 2017, the new concept shifts focus from Scandinavian culinary refinement to a more international palette, incorporating flavors from Europe, the U.S., Asia, the Middle East, and the Mediterranean.

“Our vision has always been to share the essence of Scandinavia with the world,” said Aron Backström, Vice President Product & Loyalty at SAS. “With Flavors by SAS, we’re now bringing global culinary experiences to our Scandinavian passengers, creating a more exciting and varied inflight dining journey.”

Designed with flexibility in mind, the new concept introduces a tiered service structure that tailors meals to flight duration, onboard conditions, and service expectations. Options range from simplified basket services on short routes to full tray meals with hot and cold dishes on longer journeys.

Key features of the Flavors by SAS concept include:

Globally inspired rotating menus that refresh frequently to offer variety, especially for frequent flyers.

Flexible meal assembly, allowing SAS to combine components creatively based on availability and flight needs.

Tiered service structure aligned with flight length and class, improving responsiveness and customization.

Premium presentation in Business Class with porcelain tableware, stainless steel utensils, and elegant glassware—eliminating many single-use items.

Sustainability initiatives that minimize food waste, favor local sourcing, and increase use of recyclable and compostable materials.

This dynamic food service model positions SAS as a leader in airline catering innovation, putting customer satisfaction and sustainability at the forefront.

Media contact:
press@sas.se

SOURCE: SAS AB