ROYAL SMILDE New Airline approach for Royal Smilde |  Concept. Logo. Illustrations. Packaging.

In 2018, Smilde presented themselves at the World Travel Catering Expo for the first time, and developed several pies, quiches and salad concepts for airlines.

This year, Royal Smilde has launched their new Airline portfolio under the brand name ‘& Stories’, by Royal Smilde.

We believe that travellers like to know where their food comes from, and appreciate the Stories behind their food.
This makes them value the tasty adventures that Royal Smilde offers them even more. We are proud to present our concepts showcasing inspiring Food Stories, specifically developed for business and leisure guests of global airline brands.

Food Stories, by Royal Smilde takes you on an adventurous, inspiring, qualitative and authentic food journey.

Combined with the appropriate catering specifications, the success rate for Smilde with this new route to market has been drastically improved.

The brand stands for:

Healthy, varied, nutritious food

Happiness of the shared food experience, culture, tastes and textures

Practically packaged, easily consumable, seamlessly fitting into a traveller’s lifestyle.

& Stories by Royal Smilde is a contemporary brand with a twist to our (g)local connectedness, and Food Stories worth sharing.

This brand is curated for Royal Smilde by airline consultancy company Now|New|Next in co-operation with Hester Looij.



Royal Smilde

Turfsteeg 4A, Haarlem, NL

BTW-ID  NL002141630B79

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