While we’ll see what comes of this, it sure seems like Singapore Airlines will be adding a new element to its business class catering in the not-too-distant future.
In this post:
Singapore Airlines seeks business class caviar supplier
The Milelion flags how Singapore Airlines has posted a new request on its eProcurement portal, for “Supply of Farmed Caviar for Business Class.” This doesn’t seem to leave much to the imagination, and suggests that… Singapore Airlines will start serving caviar in business class.
This was posted on August 11, 2025, with a closing date of September 12, 2025. Now, it’s anyone’s guess on which routes this will be offered, and with what timeline it will be rolled out. Keep in mind that the Star Alliance carrier is looking to introduce a new business class seat in 2026, so perhaps the introduction of the new cabins will coincide with a bigger overhaul of the business class soft product.
Caviar in business class is becoming a trend
Historically, caviar was thought of as being a treat exclusively available in first class on select airlines. That’s starting to change, though.
In mid-2024, Qatar Airways began serving caviar in business class on select long haul, premium routes, making it the first airline to offer this on a pretty widespread basis.
In early 2025, Thai Airways began serving caviar in business class on routes from Bangkok to Europe, which was a pleasant surprise, since you wouldn’t necessarily expect Thai to be the second carrier to offer something like this.
Here in the United States, United is introducing a new Polaris business class product, including a front row Polaris Studio product. This will include a caviar amuse bouche, with Laurent-Perrier Cuvée Rosé.
So we’ll see what Singapore Airlines comes up with. It’s of course important to acknowledge that not all caviar is created equal, and the quality can differ considerably (along with the portion sizes). So unlike the top tier caviar served by some airlines in first class, this doesn’t necessarily have to be some super expensive investment.
Either way, it’s certainly a premium touch that’s recognizable to customers. I have to chuckle at how The Milelion opens his story, which is pretty spot on — “depending who you ask, caviar is either the ultimate gastronomic delight, or proof that humans will eat anything if you make it expensive enough.”
Bottom line
While details remain limited, Singapore Airlines is clearly planning on introducing caviar in business class, given that the company is seeking a supplier. Singapore Airlines has a top notch business class soft product, but it sounds like the airline is planning more investments there, perhaps coinciding with the introduction of a new hard product. I’ll be sure to report back when we know more details.
What do you make of Singapore Airlines introducing caviar in business class?
Caviar is such a nice treat in FC cause it’s not something most people eat every day so it would be even nicer to have it in Business so kudos to Singapore Airlines. I liked the caviar I had on my JL FC JFK-HND flight from a week ago though have to admit caviar taste almost all the same to me; I mean in real life most people would not be able to say “that is Ostatrova and I prefer Petrossian Beluga.”
SQ is overrated. Qatar too, with their claustrophobic QSuites. And they don't offer caviar to Milan even though they should. It's a hugely premium market.
SQ hard product is overrated. Their soft product is the best and most consistent in the world, IMO. And I love CX to bits but have had some abysmal service experiences in J.
Anyways, caviar in J feels kind of out of place. Superior Champagne and caviar are an F experience. I go to Hillstone for business lunches but I don't order Blue Label there.
SQ needs to perform with this new business class or they will lose connecting traffic in the region (in my opinion). With TG on the rise and tourism booming in Bangkok, and their new business class suite coming soon along with direct flights coming soon to the US (probably), SQ needs to up their game again. Too long have they relied upon reputation.
Lol no they will not. SQ is the best carrier by far in Southeast Asia. They use widebodies on nearly every route with proper 1-2-1 business class. TG still uses narrowbodies with recliners, 2-2-2, or even herringbone on many routes.
Considering how far above SQ is to the like of MH, TG, GA, etc. They will maintain their position as the #1 global carrier. I do admit they are overhyped though.
Yolo is 100% right. TG is not touching SQ in any dimension: brand perception, ground services, soft product.
Which is a shame, because Thailand is, all things considered, the most enjoyable SE Asian country and deserves a world-class airline and F cabin experience.
While I understand and respect your opinion, I disagree on 2/3 points here. Brand perception: yes
TG has dedicated fast track check-in and immigration which goes directly to the lounge for J passengers. SQ has security at the gate…
For soft product, I would have said that before COVID, but it’s changed. SQ is skirting by on reputation. TG and GA have the best service in the world. This doesn’t bother me, but...
While I understand and respect your opinion, I disagree on 2/3 points here. Brand perception: yes
TG has dedicated fast track check-in and immigration which goes directly to the lounge for J passengers. SQ has security at the gate…
For soft product, I would have said that before COVID, but it’s changed. SQ is skirting by on reputation. TG and GA have the best service in the world. This doesn’t bother me, but it sends a memo: TG flights kneel to speak to you at eye-level, SQ FAs don’t anymore. It’s not about the kneeling as I find it weird, but it describes the overarching argument.
And the F cabin? Not cutting edge (or near SQ) but a damn good product in terms of service in the 5x I’ve flown it.
I’d prefer that SQ focus on installing a comfortable and functional business class seat, with recline options and no sleeping at an awkward angle. For that reason, I will always choose CX over SQ. Far better lounges, too.
I've only done J on SQ FRA-JFK on the 5th Freedom route. I cannot imagine flying that seat for more than 8 hours. CX rev herringbone all day but tbh I would prefer JL Apex Suite if a connection in Tokyo isn't an issue.
And yeah, SQ lounge game is super-weak. Even the CX lounge at YVR is leagues above the competition.
Don’t just be first, it is nothing once everyone catches on. Be the best!
Delta offers caviar in Premium Select!
Is it just me or does it seem that Qatar sets the trend in buisness class? First airline to introduce a seat with doors which is now becoming a must for airlines, then caviar...
Actually, Delta was the first one to introduce suite with a door in business class. Qatar does good in refining but not too revolutionary. For that Emirates does a better job (first airline to introduce fully enclosed suite in first class, shower onboard, inflight bar concept etc).
Let's not forget Emirates' revolutionary 2-3-2 angled business class
@Hiro
"inflight bar concept"
Careful... My parents, who were jet-setters in the 60s/70s have proof otherwise :D