I would say it's been around for well over a year as I can recall seeing one on JFK-LHR back in December 2015 when it had a 'grab and go' option of a bag with fresh orange juice, croissant and fresh fruit.

I think the Baby Bus had something similar.

Great idea particularly on the shorter East Coast runs and surprised it wasn't rolled out to more airports (Do & Co catering may have had something to do with it?).

Might be going over to JFK in October and toying with the idea of going BA rather than AA which has taken all our business recently. Or maybe I will wait until Christmas to see how it all beds down. Always seems to take BA a looong time to roll out changes doesn't it?