JetBlue’s Mint business class is already one of the best in the sky, and it’s gotten even better with a comprehensive soft product revamp.
This includes all-new amenity kits, refreshed in-flight menus and even some new in-flight entertainment options, all of which will launch in the coming weeks.
The move comes as the airline is preparing Expanding long-haul portfolio with the launch of flights to Dublin and Edinburgh.
Want more airline-specific news? Sign up for TPG’s free bi-weekly Aviation newsletter.
You’ll find all the details about JetBlue’s latest announcement below.
JetBlue’s new Mint Amenity Kit
The revamped onboard experience begins with new amenity kits that, for the first time, will be offered in two different designs.
One will be offered exclusively on short-haul domestic and international flights, while the other will be offered on flights to Europe.
JetBlue is partnering with several New York City-based brands to produce its amenity kits, including Caraa, Dr. Dennis Gross and Plus Ultra.
The home kit comes in four colors – sage, clay, sand and gunmetal. It has a selection of staples, such as Tuft and Needle-branded eye masks and earplugs, hand cream, and Dr. Dennis Gross as well as exfoliating pads.
Daily newsletter
Gift your inbox with the TPG Daily newsletter
Join over 700,000 readers to get breaking news, in-depth guides and exclusive offers from TPG experts
The kit also includes socks, which appear to be of higher quality than what airlines typically include in hygiene kits.
What’s interesting is that with these new kits, JetBlue will now provide eye masks and earplugs to all passengers. Previously, these were only available on request in a separate Tuft and Needle-branded “snooze kit.”
It seems the downside to these new kits is that you won’t get a toothbrush or toothpaste on domestic flights. Instead, the set is equipped with a small bottle of Plus Ultra mouthwash.
Caraa branded kits are reusable and make a great accessory bag. If you get more of these kits, you can pair them together to create a larger bag collection.
Meanwhile, the long-haul amenity kit comes with a few extras, such as the Plus Ultra bamboo dental kit and deodorizing wipes.
The real upgrade of the long-haul kit is that it can be reused as a foldable drawstring bag. You can bring this bag if you are looking for a bag to carry some travel essentials while exploring London, Paris or Amsterdam.
Ahead of launch, JetBlue sent me several samples of the new amenity kits. They feel distinctly more premium than previous brands, and the new brand partnerships seem to be just as trendy and premium as before.
New menu
Since late 2020, JetBlue has partnered with New York’s delicious hotel group for the Mint menu, which has always been a highlight of the airline’s business class experience.
The airline rotates featured DHG restaurants every few months, and you’ll find some options from Legacy Records in the spring rotation.
Some of the seasonal dishes that will be offered include lamb shoulder with roasted carrots, harissa and citrus breadcrumbs, as well as orzo served with roasted tomatoes, marinated feta and arugula.
JetBlue’s core cabin, or economy, also includes complimentary meal service on flights to and from Europe. Since the service launched in 2021, the airline has offered options from Dig.
The airline will maintain its partnership with Dig, but will launch some new seasonal options. They include marinated jerk chicken with coconut rice and pickled habanada peppers, served with chopped radish and carrot salad with candied sunflower seeds and a kale, parsley and quinoa salad.
As always, JetBlue does a great job of posting its menu (with regard to allergens and dietary restrictions) online each month. Be sure to check airline’s “in-flight menu” page to preview what will be served on your flight.
More in-flight entertainment options
JetBlue was one of the first airlines to offer backseat screens with live TV and movies for every passenger.
In March, the airline will add a number of new assets to its entertainment line-up, including a new ‘Luck of the Irish’ category to coincide with the upcoming launch of its Dublin flights.
In this new category, you’ll find titles like “Brooklyn,” “Belfast” and “The Quiet Girl.”
The airline is also introducing a new “Awards Season” category, which will feature box office hits such as “Barbie” and “Oppenheimer.”
While it’s nice to see the airline diversify and refresh its content offerings, it’s worth mentioning that Genuine JetBlue Mint product offers one of the most outdated TV screens available in America
The touchscreen isn’t as responsive and many of the remote controls don’t work anymore. JetBlue hasn’t announced a hard product refresh for the Airbus A321 fleet with the original Mint product, so you’re better off bringing your own content on your next domestic flight. (Newer jets have much more upgraded entertainment screens.)
Bottom line
JetBlue remains one of the only domestic airlines that consistently refreshes the in-flight experience in business class.
This latest update includes new widget sets, integrated menus, and enhanced entertainment options.
Of course, an improved soft product wouldn’t just help JetBlue return to profitability, it could certainly help it win a few more awards for best domestic business class product.
I just hope the airline will announce one Overdue upgrade for its original Mint product, a decade old at this point.
Related reading:
