Broadly speaking, Alaska Airlines offers the best soft product of any U.S. carrier on standard domestic flights (so, excluding premium cross-country routes). That wasn’t always true – but began with their acquisition of Virgin America which did a really nice job with food that was both delicious and attractively presented.
The airline has announced some new products starting this fall – from new drinks, to first class blankets, and toiletries for their lounges and lavatories.