JetBlue is known for its exceptional Mint business class product. This comes in two varieties — the “classic” version that has been around for a decade, and the new Mint product that’s primarily used for transatlantic flights, but is also available on domestic flights on newly delivered aircraft.
While the JetBlue Mint hard product is great, it’s the soft product that really sets JetBlue apart. Along those lines, JetBlue has just unveiled new amenity kits.
In this post:
JetBlue rolls out new business class amenity kits
JetBlue will be launching two new amenity kits, designed for different kinds of flights:
- On March 13, 2024, we’ll see the introduction of new JetBlue Mint amenity kits for transatlantic flights
- On April 1, 2024, we’ll see the introduction of new JetBlue Mint amenity kits for domestic and short haul international flights
The new amenity kits feature bags from Caraa, and products from New York-based brands Dr. Dennis Gross and Plus Ultra, as well as comfort items from longtime partner Tuft & Needle.
The new JetBlue Mint transatlantic amenity kit features a charcoal-colored sport mesh pouch that unfolds into a mint-colored, functional backpack, ideal for use as a travel day pack, hotel gym bag, or beach tote.
As far as contents go, this kit features the basics you’d expect, like socks, eyeshades, a dental kit, and earplugs. On top of that, the kit has an array of items from Dr. Dennis Gross’ Hyaluronic Marine collection, including the Hyaluronic Marine Oil-Free Moisture Cushion and Hydrate + Smooth Hand Treatment, the Ultra Gentle Daily Peel treatments, and the Moisture-Lock Lip Balm.
The new JetBlue Mint domestic amenity kit features a snappable pouch that comes in four colors — sage, clay, sand, and gunmetal.
As far as contents go, this kit has many of the same products, except it doesn’t have a dental kit, but instead just offers mouthwash.
My take on JetBlue’s new amenity kits
JetBlue has long taken an unconventional approach to amenity kits. For example, up until now, amenities have been in a disposable cardboard pouch, so it’s not something you necessarily want to take home and reuse.
Furthermore, some of the products in these kits are things you wouldn’t necessarily expect to find in an amenity kit, like an electrolyte drink mix.
So I’d say there are pros and cons to the new kits. Many will like that the kits can more easily be reused, rather than just being in disposable packaging. Furthermore, some of the new products sound great. On the other hand, many people probably won’t like that dental kits are being eliminated from the domestic amenity kits.
I also think it’s worth acknowledging that JetBlue’s new amenity kits are also kind of unconventional, and I think that ultimately reflects the change we’ve seen in the profile of premium cabin passengers.
Years back, premium cabins were primarily targeted at business travelers, and you wouldn’t generally expect that to be the crowd that values a mesh pouch that they could use as a backpack. But that has evolved over time, and JetBlue has always been an edgy airline. So I’m pretty sure JetBlue is the first airline that has an amenity kit that can be transformed into a mesh backpack.
Bottom line
JetBlue has unveiled new amenity kits, which are quite different than the ones that Mint business class passengers are used to. There are two separate kits. The transatlantic kit converts into a mesh pouch, and features all kinds of cool products. The domestic kit is a bit more traditional, and has many of the same amenities, but doesn’t have a dental kit.
What do you make of JetBlue’s new amenity kits?
That transatlantic mesh kit that turns into a backpack -WANT. It looks so cool too, perfect for the beach.
In big contrast to SQ J , for an instance , they don’t even give out amenity kits on the longest flight SIN-JFK . They do the most basic one I have seen on the red hey though JFK-SIN . Of course , no PJs both ways - that’s what’s happens when no competition, otherwise they brag on the route as being the most lucrative in their map.
*redeye
And American has removed wine lists from first and business class. And real champagne is being replaced with sparkling wine. Just more cheapening of this once iconic brand on its race to the bottom. Brought to you by entirely incompetent senior management from USAir/America West.
American Airlines exists in name only.
I think this is super cool. And AA could learn a thing or two here. If more leisure customers are flying in business class, they ARE the ones that would value something tangible and reusable. Not some cheap, thin take away donut box. I mean, they literally printed "Flagship Business" across these cheap boxes. Good lord. Talk about devaluing the brand. They need to bring out all new kits with recognizable premium products.
Steve Martin introduced the phrase to the Genteel Public in THE JERK back in '79 ... AA's amenity kit is from the Shinola company ...
My question is, will they actually give them out? On my recent domestic Mint transcon flights, no amenity kits were placed at the seat and none were proactively offered. (I later heard they are now "on request" only?)