Trying to be inclusive and accommodate diverse dietary needs comes with certain risks. When the airline removed peanuts from its planes in 2019, it issued a statement that was practically apologetic.
"Our ultimate goal is to create an environment where all customers—including those with peanut-related allergies — feel safe and welcome on every Southwest flight. We'll miss the peanuts, but, at the end of the day, it's our Southwest Employees and the hospitality they deliver that set us apart, far more than peanuts ever could," the airline shared in a statement.
Related: Southwest Airlines shares big boarding process, open seating news
Removing peanuts — a product to which people have severe, sometimes deadly allergies — produced a predictable fallout from passengers.
"I am disappointed in Southwest's decision to stop serving peanuts. First, when less than 2% of the population is allergic to peanuts, they give the right to the minority. Why serve pretzels I am sure there are people aboard that have an allergy to gluten," wrote Les Hosey on a Southwest message board page.
Gluten allergies, of course, are generally not ones that cause anaphylaxis or other deadly side effects. Peanut dust in the air can kill people with that particular allergy while someone with a gluten allergy faces no immediate consequences if exposed to pretzel dust or even somehow accidentally eating one.
Pretzels seemed like a reasonable substitute for peanuts. But now, Southwest has decided to be even more inclusive with its snacks. That's going to anger the people who saw dropping peanuts in order to protect vulnerable people as a woke move.
Image source: William Thomas Cain/Getty Images
Southwest drops pretzels for vegan version
Southwest Airlines has decided to drop its traditional pretzels for a new version that are "vegan, dairy free, nut and soy free, made in a dedicated peanut-free facility, kosher, and non-GMO project verified, with no artificial flavors or colors, MSG, or corn syrup," the airline shared on its website.
The airline has partnered with Stellar Snacks to offer Maui Monk Pretzel Braids as its new inclusive snack that will be served on flights longer than 175 miles. Maui Monk Pretzels offer "the exciting flavor of Stellar's buttery pretzel combined with the sweet and savory taste of Maui onion seasoning and a hint of monk fruit sweetness," according to the airline.
The airline runs the risk of being seen as pandering and "going woke" given how its new snack has been marketed.
"Our best-selling Maui Monk Pretzels are high-quality, vegan, and non-GMO snacks made in the U.S.," said Stellar Snacks Founder Elisabeth Galvin. "In addition to our gourmet flavors, we take the snack experience further through our artist program, which transforms our snack packaging into a canvas for emerging artists. Each bag of Maui Monk Pretzels features a selection of the vibrant artwork of Caro Clarke, turning each snack into an engaging, artistic experience for every traveler as they enjoy their pretzels."
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Anti-woke protests have a mixed record
While right-wing activists will point to the Bud Light boycott as a sign of how powerful boycotts can be, in reality, the Bud Light boycott was successful because light beers are effectively interchangeable.
Target has faced boycotts over its Pride merchandise and before that over its inclusive bathroom policy. The retailer acknowledged the boycotts and pulled some of its pride collection from stores, but it's hard to credit boycotts for any meaningful drop in sales.
Southwest may face a social media backlash for embracing vegan, kosher pretzels, but it's not likely to impact its sales. That's because people generally book airlines based on price and convenience.
Even after its holiday meltdown two years ago, Southwest did not see a meaningful drop in ticket sales. That's largely because people tend to choose price and convenience over any sort of activism.
This isn't just a right-wing thing. Plenty of left-leaning people eat at Chick-fil-A and shop at Hobby Lobby despite their records on LGBTQ+ rights issues. Southwest has made a bold choice in changing pretzels but it's one that's likely to cause a social media stir, but not any real business impact.
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