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?
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.
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