Sorry if this has been posted before, couldn't find a thread, but got this e-mail from BA today:

"Dear teemuflyer,

We can now offer you two new services to give you more options for selecting your in-flight meal. They are available on many of our flights departing from London Heathrow.

World Traveller
Book your seat in World Traveller on selected flights and you'll be able to pre-order and purchase from a selection of new in-flight meals between 30 days and 24 hours before your flight's departure. Your menu choices will be exclusively available at ba.com and include a range of mouth-watering alternatives to the complimentary in-flight meal. Drinks will be included at no extra cost.

First, Club World and World Traveller Plus
If you travel in one of our premium cabins you'll be able to pre-order your meal between 30 days and 24 hours before your flight's departure for free. Although meal choices will be the same as those on board, this service guarantees your exact choice of meal when you fly.

All dishes feature fresh, seasonal ingredients and have been developed by our renowned chefs to ensure they reach our exacting standards. By offering you more choices on board, we hope you'll enjoy a more personal experience when you fly with us.
Find out more → "

Is similar to what AA offers, expect seems to be limited to LHR departures, whereas on AA it is for all LH flights.