Singapore Airlines (SIA) start cooperation with HelloFresh

Singapore Airlines (SIA), together with leading meal kit company HelloFresh, today announced the launch of four specially curated recipes for the Benelux market. The recipe creations are part of SIA’s and HelloFresh’s partnership aimed at giving customers a taste of selected SIA destinations from the comfort of their own homes, through HelloFresh’s meal boxes.

Customers can look forward to diverse, wholesome and flavorful dishes, with each dish carefully tailored to represent the unique tastes of Asia. The four meals were inspired by authentic flavors which can be found in Singaporean, Indonesian, Thai and Vietnamese cuisines. The jointly curated meals include a creamy Singaporean laksa, delicious Indonesian rendang and satay, a fresh Thai beef salad and a hearty Vietnamese rice noodle bowl.

As part of simulating a culinary journey through Southeast Asia, a different recipe, each representing a unique SIA Southeast Asian destination, will be introduced every week starting March 5, 2022, available for a limited period of time.

In a time where travel is still partially restricted, SIA and HelloFresh set up the joint project aimed at introducing SIA’s network in Southeast Asia to a wider audience in the Benelux region, while providing an epicurean introduction to Singapore, Indonesia, Thailand and Vietnam through HelloFresh’ meals. The project hopes to inspire customers to travel with SIA to these wonderful destinations when the situation allows.

“We are excited to launch this exclusive partnership with HelloFresh, tapping on their popular meal boxes,” said Singapore Airlines General Manager Benelux, Mr. G. S. Christian Stenkewitz. “At Singapore Airlines, we put great emphasis on our in-flight dining experience and offer our customers the tastes of this world they can indulge in. Through our partnership with HelloFresh, customers will have the opportunity to taste and enjoy culinary highlights from some of our most beautiful destinations in Southeast Asia. This will hopefully trigger the wanderlust in them to travel again in the near future.”

Pauwel Wiertsema, CEO HelloFresh Benelux, added: “This project is a special one, as we have carefully curated meals that reflect our HelloFresh brand ethos and approach to food – to inspire customers with authentic flavors while also taking them on an epicurean journey to some of Singapore Airlines’ destinations in Southeast Asia. With these recipes, we hope to bring a culinary Southeast Asian experience to our customers’ own kitchen.”

The HelloFresh meal box can be purchased through the HelloFresh’ website at a price starting from EUR 36.99. The Asian recipes will be available from the 5th of March.

More information can be found via the following links:

General information



Thai beef salad

Vietnamese rice noodle bowl

Indonesian rendang and satay

Singapore laksa


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This article is written by

Tijn Kramer