KLM has introduced a new “Anytime For You” options for business class passengers, allowing premium travellers to choose “what and when they eat on board”.

Initially launching on flights between Amsterdam and Johannesburg on July 1, the carrier says that the service “will be phased in on various flights”, with a second yet-to-be-determined route being added in October.

World Business Class passengers will be presented with a new menu at the start of their flight, showing the regular three-course dinner or lunch options, as well as the new “Anytime For You” range.

This will consist of eight hot and cold dishes, ranging between savoury and sweet, healthy choices and “special treats”.

Passengers will be able to order from the standard menu during the regular meal service, after which they can choose from the new menu throughout the flight.

Miriam Kartman, executive vice president of KLM Inflight Services said that the service would allow the airline to “fulfil passengers’ personal preferences and to take their individual biorhythms into account”.

“The extra care and attention given by KLM cabin crew, who will be specially trained to offer this service, ensures that this is a personal and flexible product – a memorable experience for our World Business Class passengers,” added Kartman.