En Route has today announced the launch of an innovative new hot handheld snack, developed exclusively for Malaysia Airlines. The hot snack, consisting of two pastries and a calzone, will draw upon the cultural heritage of Malaysia by bringing together Malay, Chinese and Indian flavour influences.
The hot snack trio, which consists of a delicious lamb rendang, Chinese barbecue chicken and tandoori paneer, will be enjoyed by passengers flying on selected flights from Australia to Malaysia. There will also be a flavoursome vegetarian option available, which includes vegetable rendang, Chinese barbecue tofu and tandoori paneer. The In-Flight and Customer Experience team at Malaysia Airlines worked closely in partnership with
En Route to deliver a product which was synonymous to Malaysia and its culture.
En Route provides a broad range of on-board service solutions, ranging from in-house design and new product development, to an extensive global logistics service. It delivers more than 2,000 pallets of ambient, chilled and frozen products by road, ship and air to over 70 locations worldwide each month.
David Helm, director, Asia Pacific & Middle East for En Route International, said: “When we were initially presented with the brief by Malaysia Airlines; we were asked to provide a solution that was different to other hot handheld products in the market and something that really provided a point of difference. By working collaboratively with the team at Malaysia Airlines, our talented NPD and creative teams, we were able to offer a solution which we are all very excited about.”
“Whilst En Route brought the innovation and concept to the table, Malaysia Airlines strongly supported the flavour profiling to ensure the end result would meet the most discerning of palates, suited to all passengers. We feel the product delivers something bespoke and unique to market whilst remaining true to the culture of Malaysia.”
Lau Yin May, head of customer experience, Malaysia Airlines, added: “At Malaysia Airlines we are always looking at new ways to improve our food offerings on-board. We are confident that these hand held snacks will be a great new addition, capturing the unique tastes of Malaysia’s rich cultural traditions that we, as the national airline, are renowned for.”