Along with basic objectives such as protection,preservation and convenience,attractive and fun packaging appeals to consumers' emotions and brings a product alive, while clever packaking can also convince consummers to try something new just because of the way it looks. As airlines are starting to approach the passenger experience in a more holistic way, they are also starting to pay attention to details such as the packaging of meals and drinks as an extension of their brand. Or as travel + leisure magazine put it recently: "from hyper-local delicacies to iconic sweets, the best in-flight snacks deliver a sense of place, express an airline's personality - and make a tasty souvenir. " adds nikos loukas of airline food website inflight feed, "airline food packaging need to be fun and engage the customer during the meal service, it gives them something to drink about but can also work as inflight entertainment. " two great examples of attractive and fun food packaging can be found in india , where low - cost carriers Jetkonnect and indigo have come up with quirky buy - on - board ranges. Jetkonnect