The meal selection option for my LHR - JFK flight in F in early Oct says "You will be served complimentary food and drinks on-board. Unfortunately, ordering your meal in advance is not available for this flight." I'm pretty sure it said that I'd be able to pre-select my meal in advance at one point - guess the trial is over before it really began. No doubt the feedback will be that no-one pre-ordered so there's no point offering the service