SAS to Introduce New ‘Flavors by SAS’ Inflight Dining Concept

Starting October 1, 2025, SAS will debut ‘Flavors by SAS’, a new food & beverage concept designed to offer customers a more varied, globally inspired inflight culinary experience.  This will be introduced along with the previously announced European Business Class.

SAS Debuts New 'Flavors by SAS' Inflight Culinary Concept - Courtesy SAS/Cision

On Tuesday (April 22, 2025), SAS announced the introduction of ‘Flavors by SAS’, a new inflight food & beverage offering which will debut alongside European Business Class and will later expand to lounges and intercontinental flights.  Flavors by SAS represents the carrier’s next evolutionary step in onboard dining, and will feature a more varied, globally inspired culinary experience.  Additionally, SAS is introducing a new, more flexible dining approach to improve variety, while adapting service to each flight, based on flight time, service needs, and available space onboard, thereby creating a smoother, more premium dining experience. 

In Tuesday’s announcement, SAS’ Vice President – Product & Loyalty, Aron Backström, 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’ innovative dining approach and rotating menu system sets a new standard in inflight dining, providing a flexible, customer-centric alternative to traditional static menus.  This dynamic model positions SAS at the forefront in innovation and adaptability within airline food and beverage service.” 

The new Flavors by SAS concept will offer globally-inspired menus, and various service levels based on flight length and conditions, from a simple basket service to full-tray meals with hot and cold dishes.  It will also include a flexible dining approach, allowing the carrier to mix and match meal components to create unique tray combinations, which will ensure variety and freshness.  Additionally, the culinary offer will feature rolling menu rotations, where meals change frequently, ensuring frequent travelers will get to experience new options.  Business Class will also feature an elevated presentation, with single-use items replaced with porcelain, and a unique double-walled porcelain mug, as well as glassware and stainless steel utensils.   

Sample Menu Items From SAS' New 'Flavors by SAS' Inflight Culinary Concept - Courtesy SAS/Cision

Founded in 1946, SAS is the leading airline in Scandinavia, with main hubs in Copenhagen, Oslo and Stockholm, and flying to 135 destinations across Europe, the U.S. and Asia.  Each year, SAS serves over 25 million passengers and transports 60,000 tons of cargo, all facilitated by a passionate team of more than 10,000 colleagues.  The company aims to be a driving force in sustainable aviation and in the transition towards net zero emissions by 2050.  SAS also offers ground handling services, technical maintenance and air cargo services.  SAS officially joined the global SkyTeam airline alliance in September 2024, and together with their partner airlines offers a wide network worldwide. 

Source: SAS/Cision