Celebrity chefs and fancy wine lists are being snatched up by aviation executives as the latest airline accessory in the realm of plush leather seats and personal televisions.
As carriers have begun to rebound from the post-9-11 slump, they are clamoring to win loyalty among customers, especially from those passengers willing to pay for premium-class services.
Some have toiled to perfect the special science behind successful airline food.
India's largest in-flight catering network, SAJ Flight Services, developed a menu that it says has a "healing touch" and "relieves the occurrence of flatulence, deep-vein thrombosis and other flight-induced discomforts."
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