Switzerland’s struggling national airline has flung down the gauntlet to budget carriers by scrapping free food on short flights and introducing fares as low as £77 return from London to Geneva.

Swiss’s new fares, announced by chief commercial officer William Meany, include London-Zurich from £91 return, Manchester-Zurich £117 and Birmingham-Basel £135.
The airline said it was doing away with “old-school airline food” in favour of sandwiches, salads and crisps, which passengers will have to pay for from the beginning of October.

Swiss’s bankrupt predecessor, Swissair, traded on its luxury, promoting its leather seats, gourmet cooking, duvets and in-flight electronic casinos.

A spokeswoman said: “The market is getting increasingly price conscious and less product conscious.” She insisted that Swiss would be a “low-cost, but not no-frills” airline.

The carrier would still have a business class service with complimentary refreshments.

Swiss has suffered mounting losses since its creation from the ashes of Swissair and has been negotiating with British Airways to join the One World alliance, in the hope of securing its future.