Southwest Airlines partners with Siete Foods to enhance CX with new onboard snacks

Southwest Airlines – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is partnering with Siete Foods, a Texas‑born, Mexican‑American food brand, to expand snack options available for its Extra Leg Room (ELR) customers. The collaboration debuts with Siete Mini Grain Free Mexican Wedding Cookies.

The new partnership follows extensive customer research and testing. After sampling more than 200 snack options, customers selected Siete’s Mexican Wedding Cookies as their favourite. The addition reflects Southwest’s continued focus on evolving the onboard customer experience, and this new snack choice from Siete offers ‘better-for-you’ ingredients as a grain-free, gluten-free, and dairy-free option.

“We continue to evolve our offerings with elevated options, and we are proud to welcome Siete into our snack line-up for Extra Leg Room customers,” said Lisa Hingson, Vice President of Customer Experience and Innovation, Southwest Airlines. “Siete shares our Texas roots and passion for hospitality, and we look forward to sharing their high-quality, thoughtful snacks with our customers when they fly.”

Hear more from Southwest Airlines at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin on 9-11 June 2026. Kevin Kleist, Head of Emerging Trends, Southwest Airlines, is moderating two sessions: ‘FTE Data Sharing Think Tank Live: Breaking the data sharing deadlock: How airlines, airports and their partners can finally achieve meaningful data collaboration’ and ‘When technology becomes a teammate: Embracing human/tech collaboration to optimise operational efficiency across the organisation’.

Register for the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events – free for airlines, low-cost for airports >>

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