Airline packaging re-think brings more ideas to market

More airlines are examining their options for packaging their in-flight meals.

According to a spokesperson for Pro Carton, the European Association of Carton and Cartonboard manufacturers, there are new opportunities in marketing which are afforded by the boxes the meals are served in.

"Advances in technology give airlines the opportunity to communicate extensively with their customers," the spokesperson said.

"An on-board meal is the most 'intimate' marketing contact between airlines and their passengers.

"Passengers have plenty of time, and they look forward to a good meal as well as being entertained and kept busy."

When it comes to packaging, he said, airlines can capitalise on four things: branding, communication, logistics and sustainability.

1. Branding

Airlines can talk with their customers via the packaging of inflight meals, tell their story and convey their values.

Petra Gold, head of customer relations and marketing at on-board catering provider Do & Co, sees potential in Australia for a wider variety of packaging which communicates brand presence and quality.

Packaging can also provide entertainment and information, including codes for online offers.

2. Communication

Promotions, dialogue, competitions, quizzes, entertainment, information puzzles and many more ideas can create awareness for interesting products.

For example, the US airline Delta already offers its passengers WiFi with free access to Amazon on domestic flights and receives a commission on sales.

3. Logistics

Pre-ordering and all-in-one packaging (with different courses, salt, pepper and cutlery) simplifies service on board.

LSG Sky Chefs and Meier Verpackungen developed a menu box for Swiss, which can do a lot more than simply wrap snacks – with the convenience factor of a single carton made of cartonboard contains everything you need for a small inflight meal. A separate drawer contains cutlery, napkin, condiments and a toothpick.

4. Sustainability

Airlines can also gain credit in terms of sustainability, with good packaging concepts complete with recycling.

British Airways was one of the first carriers to introduce waste separation.

In 2015, 1250 tonnes of glass, plastic, cartonboard or aluminium cans were already disposed of separately or recycled.