Brussels Airlines enhances long-haul business travel with Belgian artisan ice cream partnership

14 Apr

Brussels Airlines has partnered with Leuven-based ice cream brand Ralph & Roxy’s to serve its products on all long-haul flights, bringing a small Belgian artisan producer to hundreds of thousands of passengers worldwide.

For UK-based business travellers, this development highlights how airlines are continuing to invest in differentiated onboard experiences across all cabins, with even Economy passengers now benefiting from enhanced catering that reflects local culture and quality – an increasingly important factor when selecting airlines for long-haul business travel.

All passengers travelling on Brussels Airlines’ long-haul network will now receive Ralph & Roxy’s ice cream on board, marking a significant step forward for the small-scale producer founded by Philippe Bogaert, who until recently created ice cream as a hobby. The collaboration enables the brand to scale significantly, with around 420,000 jars of ice cream to be supplied annually to the airline.

Ralph & Roxy’s originated in a small garage in Nodebais, where Mr Bogaert refined his recipes in carefully prepared batches before approaching Brussels Airlines at an early stage in the company’s development. What began as a small experiment has since evolved into a professionally developed brand, supported by the airline’s decision to showcase local Belgian entrepreneurship on a global stage.

Philip Mortier, Inflight Product Manager at Brussels Airlines, said

“As a Belgian airline, we consider it our role to give local entrepreneurs an international stage. The partnership with Ralph & Roxy's shows how a small, authentic Belgian story can fly with millions of passengers and become visible worldwide.”

The introduction of Ralph & Roxy’s ice cream across Business Class, Premium Economy and Economy cabins builds on Brussels Airlines’ broader strategy to highlight Belgian creativity and craftsmanship throughout the onboard experience, from catering to amenity kits and uniform design. The initiative reinforces the airline’s positioning as a national ambassador, bringing “a little piece of Belgium in the air” to travellers across its global network.

Philippe Bogaert, founder of Ralph & Roxy’s, said

“Ralph & Roxy’s is always small and honest: pure ingredients, pure passion. But when I heard that Brussels Airlines wanted to take our ice cream on board, it felt like the world stood still. Incredible. That something that started in a tiny production space can now take to the skies – that remains one of the most beautiful moments in this journey.”

Paul Baker, Sales Director at Global Travel Management, said

“For business travellers, small enhancements to the onboard experience can make a meaningful difference on long-haul journeys. Partnerships like this show how airlines are focusing on quality and authenticity across all cabins, helping travellers arrive more refreshed and with a stronger sense of the destination before they even land.”

This latest collaboration underlines how airlines are increasingly using partnerships with local producers to enhance brand identity while improving the passenger experience, offering business travellers a more distinctive and enjoyable journey.

For more information on Brussels Airlines’ flights, routes and fares, please contact your Global Travel Management Account Manager.