- JetBlue introduced new Mint menus with Crown Shy and Birdee from 31 July.
- BlueFirst domestic first class launches later in 2026.
- Caraa-designed puffer amenity kits replace mesh pouches.
- Customers choose onboard experience: Main, EvenMore, BlueFirst or Mint.
- Each experience offers Base, Standard or Flex fare options.
JetBlue is going all-in on premium travel, pairing new Mint menus and puffer-style amenity kits with the coming launch of BlueFirst, its domestic first-class product. Beginning 31 July, select domestic and transatlantic Mint flights will serve dishes developed with Manhattan restaurant Crown Shy and Brooklyn bakery Birdee. JetBlue is also replacing Mint’s mesh amenity pouches with Caraa-designed puffer bags for domestic and international travelers. The domestic puffer sling is offered in Clay, Flint, Black or Olive, while international passengers receive a larger lunch-bag style.
BlueFirst will give JetBlue a domestic first-class product across a wider portion of its network, scheduled to begin appearing later in 2026 on aircraft and routes without Mint. Customers will be able to shop by choosing an onboard experience first: Main, EvenMore, BlueFirst or Mint, then selecting a fare based on price and flexibility. The Main cabin will include free Fly-Fi, seatback entertainment, snacks and drinks, while EvenMore offers extra legroom, earlier boarding and dedicated overhead-bin space.
The initiative shows an airline investing across the premium journey as competitors pursue the same higher-spending customers. The commercial test will be whether JetBlue can widen its appeal while keeping each cabin, fare and service promise clear. JetBlue President Marty St. George stated the goal is to make it easy for customers to find the JetBlue experiences they are looking for.
Jassimran Singh, Executive Chef at Crown Shy, shared, “There are a lot of people who will get their first taste of Crown Shy and Birdee on a JetBlue flight.”
Marty St. George, JetBlue President, shared, “With the introduction of BlueFirst and our recently improved EvenMore experience, we want to make sure customers can easily find the JetBlue experiences they are looking for.”
