Lufthansa’s New Premium On-Board Experience: FOX Launches in First Class

Lufthansa’s new premium onboard experience, FOX (Future Onboard Experience), launched successfully in First Class on March 29.

FOX Overview
- Officially launched March 29, 2026 in First Class.
- Represents one of Lufthansa’s largest investments in onboard service (over €70 million).
- Developed over two years, tested on 110 flights, with input from 500 crew members and 9,000 guests.
- Will roll out across all long-haul flights and all travel classes, with First Class leading.

Culinary Innovation
- Menus curated by Christoph Kunz, two‑Michelin‑starred chef from Munich.
- Features modern, light fine dining with trilogies of amuse‑bouche, appetizers, and desserts.
- Choice of single dish or tasting menu for main course.
- Continued signature caviar service, now enhanced with blinis and served on a mother‑of‑pearl spoon.

Premium Beverages
- Expanded beverage menu: cocktails, long drinks, mocktails.
- First Class now includes Veuve Clicquot La Grande Dame Prestige cuvée champagne.

Personalized Comfort
- New BABOR amenity kit with customizable skincare products chosen by each guest.
- Enhanced tableware and gourmet breakfast options.

Strategic Significance
- FOX is part of Lufthansa’s 100th anniversary celebrations.
- Designed to set new standards in premium travel, combining comfort with individuality.
- Will progressively extend to Business, Premium Economy, and Economy on long-haul routes.

This is a bold move by Lufthansa—investing heavily in service innovation rather than just fleet or route expansion. It positions them to compete directly with Middle Eastern and Asian carriers known for luxury service.