These tie-ins with food/beverage manufacturers are quite common now. Obviously the airline is getting some financial benefit for promoting the other company's products. It's been common for years for airlines to promote the brands of liquor/beer/soft drinks served, often including their logos on things like printed first and business class menus etc.
I was on a couple of KL
flights in Europe a few days ago and noted that the plastic drinking glasses on one flight, in addition to the KLM logo, also had the Coca-Cola name/logo embossed on one side, although it was almost invisible. I thought that was slightly ironic since KL
stopped serving soft drinks in Y class on intra-Europe flights a year or so ago, although they do serve free beer (Heineken of course) and wine. The only other beverage options in Y class in Europe are coffee, tea or bottled water. There's also a small container of orange juice in the package containing the free sandwich they serve in Europe. I feel sorry for children travelling on KL
in Europe as about the only thing they can drink is water, and the orange juice. I haven't encountered any other mainline carriers in Europe that don't offer at least one or two soft drinks like Coke in Y class...I've also recently flown AF
's January inflight magazine has a 4-page insert describing fleet upgrades, seating changes and other current/future service improvements/changes. It mentions the Bertolli tie-in. Excerpt quoted below:
KLM's World Business Class passengers on flights from Schiphol can currently enjoy menus created by France's internationally renowned Pourcel brothers, while all intercontinental Economy Class flights out of Schiphol now feature a lunch/dinner concept supplied by the Italian food manufacturer Bertolli.