Emirates’ meal curation strategy: showcase vegan meals as premiere offerings, not add-on options.
With greater awareness of health and sustainability, the demand for
vegan meals and plant-based food has been growing rapidly for Emirates.
Last year, the airline served over 450,000 plant-based meals on board, a
61% increase from the 280,000 meals in 2022.
Significant increases were noted specifically on Emirates routes to
China, Japan and Philippines, while the biggest increase in consumption
of vegan meals occurred in economy class. Many Emirates cabin crew are
also embracing a plant-based diet. Emirates introduced vegan meals for
Cabin Crew in 2018.
Following this trend, the airline will launch new vegan meals onboard
and in lounges later in 2024, adding to its menu of more than 300
plant-based recipes.
Suppliers of plant-based proteins include:
· California’s Beyond Meat
· Soybean protein from Singapore and UAE-based Arlene
· Qian Ye pressed tofu from Japan
· Organic dark vegan chocolate from Linnolat in France
· Vegan margarine from MeisterMarken in Germany
· Vegan curry pastes from Pantai in Thailand
· Koita almond milk from Italy
· Locally grown kale and lettuce from Bustanica, a hydroponic vertical farm in Dubai.
Passengers can pre-order vegan options on board or directly in first
class and Emirates Lounges. The airlines’ meal curation strategy is to
showcase vegan meals as premiere offerings instead of add-on options.
Vegan dishes range from chickpea crepes in economy class, to
jackfruit curry in premium economy, and from roasted cauliflower in
business to creamy polenta cake in first class.
Emirates has been offering vegan options for passengers since the
1990s, initially focusing on specific routes dictated by cultural or
religious requirements.