All attention this week might have been on JetBlue’s much anticipated entry in to the TransAtlantic race, but with it came a nifty little amenity for passengers in coach that we absolutely love. Developed in collaboration with JetBlue – Formia, the international guest amenity and hospitality specialist – the new kits are now available on the airline’s highly anticipated transatlantic flights between New York’s JFK and London Heathrow Airport. The kits will also be offered on flights between JFK and London’s Gatwick Airport when they launch at the end of September. 

Why do we love them? They’ve finally found an official purpose for these keepsakes, that historically second uses have been left to the users’ imagination. For example, we use ours for toiletries, cable tidies, and travel bags. The new partnership introduces a thoughtful pouch that doubles as a reusable storage bag made to last, developed from platinum silicon, a non-toxic material that is not only durable and easy to clean, but also dishwasher, microwave, and freezer friendly. With its compact size, stand-up design and resealable interlock zipper feature, the versatile bag has been consciously designed to travel with passengers beyond their journey, with a primary use of keeping food fresh for longer. 

With sustainability firmly front of mind, the reusable bags were developed to provide a modern, fresh take on the amenity kit, with the aim to reduce single-use plastics and encourage continued use post-flight.  The kits will include a selection of inflight necessities, as well as two-tone athletic socks made from 100% recycled PET fabrics, part of Formia’s recently launched sustainability initiative. 

Considering these were formed by moulded silicone, it’s a shame that the same iconic patterns found on the tail fins of the carrier weren’t build in to the design to create something a bit more collectable, utilising the brand image to create brand loyalty, but nevertheless these are stylish keepsakes that will eventually be stocking our fridges for years to come.

Formia’s CEO & Managing Partner, Roland Grohmann, commented: “Formia is delighted to partner with JetBlue as part of their historic transatlantic route launch to create a smart yet fun kit with added functionality to complement their industry-leading core experience. Sustainability is woven into the fabric of our business, and we are thrilled to develop an endlessly reusable kit, with cruelty-free amenities. Every JetBlue core customer will have a thoughtfully designed kit to take home and use long beyond the flight.” 

JetBlue’s director of product development, Mariya Stoyanova, said: “Our aim was to develop a unique, sustainable kit that embodied the ability for re-use post-flight, and these highly functional, compact bags designed in collaboration with Formia offer just that. We are excited to introduce these inflight amenities as a further treat for our customers flying to/from London.”

Posted by:Jonny Clark

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