Brussels Airlines is refreshing its onboard food offering with the introduction of fresh handmade sandwiches from Belgian food brand Bon across its short- and medium-haul network.

The partnership strengthens the airline’s strategy of highlighting Belgian brands and local products while expanding Bon’s presence beyond traditional retail locations.

Fresh Sandwiches Arrive From June

Starting in June, passengers travelling in Economy Class on short- and medium-haul flights will be able to purchase fresh sandwiches prepared by Belgian food company Bon.

The airline estimates more than 450,000 sandwiches will be sold onboard each year.

The new products become part of Brussels Airlines’ existing buy-on-board offering available across European routes.

Bon Expands Beyond Traditional Retail

Founded in 2015, Bon has rapidly expanded across Belgium and currently operates 17 locations.

The company plans significant future growth, targeting more than 50 stores nationwide by 2032.

The partnership with Brussels Airlines gives the brand immediate access to thousands of additional customers through the airline’s network.

New Production Line Created For Airline Partnership

To support the new contract, Bon has created a dedicated production operation specifically for Brussels Airlines.

A separate production line has been established within its kitchen facilities, with nine employees working exclusively on airline catering requirements.

The expansion highlights how aviation partnerships are increasingly becoming important distribution channels for food brands.

Part Of Wider Belgian Brand Strategy

Brussels Airlines has increasingly positioned itself around promoting Belgian identity through onboard partnerships and collaborations.

The airline already works with several well-known Belgian brands and regularly integrates local partnerships into its passenger experience.

Previous collaborations have included Belgian chocolates, music partnerships and local start-ups providing onboard products.

Airlines Continue Rethinking Short-Haul Food Offerings

The move reflects broader trends across European aviation, where airlines are increasingly focusing on premium local products and branded partnerships to improve ancillary revenue and passenger experience.

As airlines continue expanding buy-on-board models, partnerships with recognisable local brands are becoming an increasingly important competitive differentiator.

For Brussels Airlines, the latest addition reinforces its strategy of bringing more Belgian products into the passenger journey while supporting local businesses.