Malaysia Airlines snacks bring together regional flavors


Malaysia Airlines has added a new hot handheld snack to its inflight menu, developed exclusively for the airline by En Route. The snack, consisting of two pastries and a calzone, draws upon the cultural heritage of Malaysia by bringing together Malay, Chinese and Indian flavor influences.

The snack trio, which consists of a 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 vegetarian option, which includes vegetable rendang, Chinese barbecue tofu and tandoori paneer.

David Helm, director for Asia Pacific & Middle East at En Route International, stated, “When we were initially presented with the brief by Malaysia Airlines, we were asked to provide a solution that was different to other hot hand-held 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 flavor 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.”

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Alasdair joined the team in 2015 and works across a number of titles and websites for UKi Media & Events. He has been a journalist for 10 years, covering everything from travel and technology to sport and entertainment, and brings a wealth of experience, and pedantry, to the team. Away from the office, he is a celebrated snood connoisseur, determined to cycle no matter what the weather decides to hurl from the sky, and driven by a quest to find the very finest, and more importantly the next, slice of cheesecake.

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