As the world's largest international airline, British Airways has now boldly gone where no other airline has so far quite dared to go. We're not talking geography here (although BA's distinctive union-flagged tail can be seen on more far-flung tarmacs around the world than any other carrier), but health.

Or, to quote their understated clarion call, `Well-Being in the Air'.

Gone for ever -- or at least decidedly unfashionable at the moment -- are the days when inveterate travellers tanked up with a few farewell drinks before tackling long-haul flights and then eating and boozing as much as was decently possible on the way over (well, it helps pass the time). Not surprisingly, these indulgers felt terrible when they finally landed and, by all accounts, suffered the effects of jet lag far longer than their more restrained fellow sky-hoppers.

A team of British Airways experts have spent years investigating the physical and mental stresses of long-distance flight and the side effects of jet lag.

Taking part in the studies were flight crews, doctors, and nutritionists. Even psychologists, physiotherapists and beauticians were called in to help tackle the problem.

Leading experts were consulted in an effort to formulate a programme that would not only reduce jet lag but make it as pleasurable as possible: working with the airline's own chefs were Michelin Three-Star winner Michel Roux and Britain's `new generation' chefs, such at Shaun Bill and Sally Clarke, with TV personalities Selina Scott and Dr. Hilary Jones, and Olympic superstar Daley Thompson spelling out the advantages and details of the overall programme.

Admitting that `do-it-yourself' regimes call for the kind of self-discipline that few of us possess, BA launched Well-Being in the Air to "save passengers from themselves'', as one spokesman put it.

In all three cabins (World Traveller, Club World and First Class), the emphasis is now on menus which spurn heavy, fatty and dairy foods, a radio programme which helps passengers to wind down and relax, and diagrams of exercises to help wake up numb, aching body parts.

Flying at high altitudes in the restricted space of pressurised cabins can cause stiff joints, dry skin, swollen feet, and lethargy -- to say nothing of queasy stomachs from too much alcohol, which apparently attacks the system more violently in the air than on the ground.

As a result, passengers are encouraged to drink non-alcoholic drinks (though alcohol is still available) to reduce the dehydrating effects of pressurised cabin air, to eat lighter, easier to digest meals, and to do a few simple exercises that will help stimulate the circulation.

"We all know,'' says a BA spokesman, "that sitting for an extended period in one place can leave us feeling stiff with aching backs and swollen, throbbing feet. This is because the circulation slows down and limits the flow of blood around the body.'' He also advises more strenuous exercises during stopovers or on arrival at destinations: these will revitalise, and help to overcome the effects of jet lag.

Club and First Class passengers are now supplied with `comfort kits' which also carry the `Well-Being' message. Included along with the facecloth and toothpaste are rosewater facial sprays, lip balms, herbal eye compresses and skin oils and gels to combat dryness during the flight.

Tips from the professionals also include the use of gentle strength eye-drops, and inhaling a few few drops of eucalyptus on a tissue. This helps to clear and reduce stuffiness in the head.

Other travel tips which all passengers might bear in mind is to avoid rich and fatty foods as well as alcohol and caffeine the day before you fly; wear low heels or trainers and loose-fitting clothes made from natural fibres to allow your skin to breathe (frequent flyers change into sweats once on board); try some simple stretching and breathing exercises from the Well-Being programme on your arrival (it is printed in the back of their in-flight magazine, High Life), as these will immediately stimulate the circulation; also, have a relaxing soak in the tub or a hot shower. BA Club and First Class passengers can now take advantage of the luxurious Pavilion Spa at Gatwick, where they can take showers after they land: towels and toiletries are all provided -- and if you're off to an important meeting, you can have your clothes pressed at the same time.

Club and First Class is a popular option on the BA service between Bermuda and London, and is usually packed with international business personnel for whom the phrase `frequent flyer' takes on an all too literal meaning. Crossing the Atlantic several times a month takes an obvious toll, and the Well-Being programme for these people becomes a sensible, rather than a luxurious option.

Jenny Sharp, BA's head of catering says that their research revealed that these passengers wanted "less formal-looking food, salads that sit up and say hello, fresher and lighter meals.'' For the first time ever, a special champagne was created for high-altitude sippers: Piper-Heidsieck blended a special Cuvee Brut -- tested on a corporate jet to ensure the tasting quality of the wine was retained at 35,000 feet. BA spokesman David Charlton, who emphasises that travellers can still stick to steak and red wine if they prefer, says, "Well-Being was intended as a real alternative. Once again BA is pushing back the boundaries. Some will accuse us of turning cranky, but in the words of Mark Twain, `A crank is a man with a new idea -- until it catches on'.'' This innovative approach to providing a better service is all part of British Airways' hard won image of excellence.

At first, perhaps, the idea of offering less rather than more in the air, seemed rather a hard sell. From the very first, however, passengers have been enthusiastic about what is really a revolutionary turnaround in serving customers. Certainly with their Club and First Class passengers, BA has gone to great lengths, investing over 100,000 million pounds to upgrade facilities and service.

Just 12 years ago, few would have thought that Britain's state airline would become the world market leader, with a fleet of 250 aircraft covering over 170 destinations.

Forced into privatisation by the Thatcher government, dramatic reorganisation began far earlier than for most of its big rivals. Luckily, Lord King and Colin Marshall (now Sir) were chosen to lead the often thorny way, during which 23,000 people were made redundant, and selling off assets which had in fact become a liability. Lord King said recently that the problems facing British Airways were similar to other nationalised industries operating at a loss: "All governments see (nationalised industries) as a patronage, a parking lot for people they want to give jobs to.'' A firm tightening of the belt, re-training of staff with its insistence on superior customer service, and direct investment in other airlines such as Qantas, US Air, and various European airways, most recently Deutsche BA, turned the governmental white elephant into what is a spectacular British success story.

In 1993, when other major airlines were suffering huge losses, or had already gone belly-up, BA made a profit of 301 million pounds. The constant research and upgrading of facilities, such as the Well-Being in the Air, is helping, says BA, to make sure it stays that way.

THE FLEET'S IN -- Part of British Airway's fleet of 250 aircraft, seen with Concorde in the background.

CHAMPAGNE, SIR? -- As part of its Well-Being in the Air programme, British Airways has come up with a specially blended champagne for passengers.