British Airways has unveiled a series of celebrity-inspired products and designs ahead of the London 2012 Olympic Games.
Passengers stepping aboard the airline's planes in the run-up to this summer's event will find a very unusual menu waiting for them, inspired by food from post-war Britain in 1948 -- the last time London hosted the Olympics.
The dishes have been created by Michelin-starred chef Simon Hulstone with support from Heston Blumenthal and will be served on long-haul flights from London Heathrow from July to September this year.
Menus include post-war ingredients such as fish, ox cheek and Cornish crab along with plenty of other British twists such as the Gin & Tonic cured smoked salmon or beef, with a potato and horseradish topping.
The British flag-carrier has gone all out to celebrate London 2012, despite private concerns that heavy air traffic from private jets, television helicopters and thousands of visitors could cause travel chaos during the games periods.
This week, it also unveiled a new aircraft design featuring doves, which will be applied to nine aircraft expected to fly tens of thousands of passengers to and from London.
The design was masterminded by Pascal Anson with help from British artist Tracey Emin, who took up the challenge to be a mentor alongside Blumenthal and film star Richard E Grant.
Grant's contribution was the mentoring of scriptwriter Prasanna Puwanarajah, who authored a nine-minute short film starring Timothy Spall to be displayed on board flights.
The film, a story of a mourning carpenter responsible for maintaining the velodrome track in the London Olympic Park, will be screened as part of the festivities leading up to the Olympic Games Opening Ceremony.