British Airways has formed a partnership with celebrated, British Michelin-starred chef, Tom Kerridge, who has designed a number of gourmet food items, which include signature pies and sandwiches, to pre-purchase for the airline’s Euro Traveller (short haul economy) customers.

The airline says the move marks a renewed focus on the short haul customer experience, which also includes the completion of a full WiFi rollout across its airbus short haul fleet and the ability to pre-order duty free items directly to customers’ seats through its inflight retail site, Highlifeshop.com.

British Airways says it will also continue to offer complimentary refreshments in Euro Traveller on all fights comprising a bottle of water and a snack, such as a breakfast bar or crisps.

Those wishing to purchase more substantial food options, designed by Tom Kerridge, as well as other food and drink items can do so through the airline’s the new online Speedbird Café hosted on British Airways’ inflight retail site www.highlifeshop.com.

Speedbird Café will launch as a pre-order proposition, which will allow customers to customise their journey by purchasing food, drink and inflight retail items up to 12 hours before departure.

“I am truly happy to be working with British Airways again, and to have the opportunity to champion the best of British to so many people,” Kerridge said “A sandwich, made with care and great flavours, can be a perfect meal and I hope the passengers enjoy my short haul menu.”

British Airways says it also helps the airline in its efforts to reduce onboard waste as part of its commitment to net zero emissions by 2050.

“Over the last few months we know that our customers have valued the complimentary refreshments offered, so they’re here to stay. But in addition, we also wanted to offer more choice and the ability to buy something more substantial,” said British Airways’ Director of Brand and Customer Experience, Carolina Martinoli.

“After a successful partnership with M&S, we have teamed up with another British favourite, chef Tom Kerridge.

“Our expert teams have worked closely with Tom to create delicious British staples for our short haul menu. We know how popular the menus that Tom designed for our centenary were with our customers, so we are delighted to be working with him again and can’t wait for our customers to experience his fantastic new food at 35,000ft,” she said.

Travellers who wish to purchase in-flight retail such as perfume, sunglasses or make-up can now also do so in advance of their journey through the airline’s online HighLife shop. The service is designed to be more convenient for customers to ensure they receive their chosen item at their seat on the journey and will also help the airline reduce onboard weight.

The airline will also be introducing another BrewDog IPA, exclusively available for British Airways’ customers. The Scottish craft brewery has developed another exciting blend for the airline called JetSteam, following on from the popular limited edition Speedbird 100.

Elsewhere, the airline will also be moving to the next phase of its on-board catering experience in Club Europe and on all long haul flights from 20 January 2021, following the temporary introduction of minimum-contact meal boxes to keep customers safe during the Covid-19 pandemic.

The airline’s culinary teams have been working with world class caterers, Do&Co, to develop exciting new menus in its Club Europe and all other long haul cabins, as well as adapting the meal service to reintroduce china and glassware.