JetBlue brands premium product “Mint”

JetBlue Airways has announced that Mint will be the name of its new premium product on transcontinental services, which the airline says will offer the longest lie-flat beds in domestic business class and four private suites among the 16 Mint seats.
"Just as we revolutionised the core travel experience more than a decade ago with an elevated product and customer-focused culture, we intend to reinvent the lucrative coast-to-coast market with Mint," declared JetBlue president and CEO Dave Barger. "Mint is JetBlue's refreshing take on a premium class product. It is stylish service minus all of the stuffiness often associated with the traditional front-of-the-cabin experience. JetBlue is truly all about serving the underserved, the customer who wants to enjoy first-rate service at an exceptional and affordable fare. We believe Mint is better than other airlines' first and business class service, and with fares that make it accessible to everyone, we think Mint will become the obvious choice for customers flying across the country.”
Mint will feature a pre-departure drink, followed by a cocktail and amuse-bouche once airborne. JetBlue has partnered with New York City-based restaurant Saxon + Parole to curate the onboard menu. Mint travellers will be able to customise their meal by choosing among five "comfort food with a twist" offerings, served tapas-style, followed by dessert. Fresh cappuccino and espresso made from the first purposely built cappuccino machine for a US airline will be available throughout the flight.
JetBlue added that it will also be the only US airline to offer customised men's and women's amenity kits from partner Birchbox. Customers will receive new favourite products often as these kits will be changed several times throughout the year.
JetBlue’s Mint product includes: fully lie-flat beds up to 6 ft 8 in (203 cm); private suites with closing doors, four on each flight; seats up to 22.3 inches wide, “making them the widest seats on average in the US domestic market”; air cushions with adjustable firmness; massage function; 15-inch flat screen with up to 100 channels of DirecTV programming and 100+ channels of SiriusXM radio; dual 110 V power outlets with two USB ports; "Wake me for service" indicator, allowing customers to customise their service needs.
JetBlue's new Airbus A321s will also feature an enhanced core product, including a new seat designed to maximise comfort, larger 10.1" personal screens offering a similar amount of TV and radio as Mint, in-seat power outlets accessible to all customers and a drink holder. The new next-generation slimmer seats will give customers more living space and legroom in coach.
Also added to the core experience on New York–Los Angeles/San Francisco flights will be a self-serve station full of snacks, sodas and water for customers to enjoy at their convenience throughout the flight.
JetBlue's Mint service between New York JFK and Los Angeles International (LAX) will begin on 15 June 2014. By 4Q14, all seven daily flights between JFK and LAX will offer Mint. Flights between JFK and San Francisco will get Mint service during 4Q14, with all five JFK–SFO flights offering the product by the end of first quarter 2015.
There will be a dedicated sub-fleet of 11 brand new Airbus A321s initially used for the two core transcontinental routes, each featuring 16 lie-flat seats, four of which are private suites, and 143 JetBlue core experience seats. Additional markets are possible, based on customer response and demand for more service.

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