Swiss has quietly introduced an option for economy class travelers to purchase an edible meal (based on the photos) on their intercontinental flights.
This option is available on select routes and replaces the first meal service on the flight. The meal needs to be ordered a minimum 24 hours before the scheduled departure.
You can access Swiss’ web page for this offering here.
Here are the options:
Swiss Cold Cuts
Swiss Traditional Meal
Some of these meals actually look quite tasty, but they are really pricey in my opinion compared to what you can get on the ground. You have to remember that the Swiss franc is roughly at parity with the US Dollar.
Would you pay close to $70 for one of these meals combined with the buy-on-board wine? You can have a really nice meal at your destination at the same price.
I guess there might be limited interest from flyers to purchase something edible to eat during the flight. I still believe they don’t have the pricing right, however.