Adding to its existing incentives of low fares, new Airbus aircraft with DirecTV in every seatback and of course its legendary customer service, Frontier Airlines is giving passengers yet another reason to choose its flights: free LaMar’s Donuts.

As part of its ongoing effort to provide “Simply a Better Donut” to donut aficionados everywhere, Denver-based LaMar’s has partnered with Frontier Airlines to provide its award-winning donuts to Frontier passengers aboard select flights starting Dec. 1.

“As the ‘Official Donut of Frontier Airlines’ LaMar’s Donuts will be served to Frontier passengers aboard 17 Denver-bound flights,” said Anthony Bonelli, chief executive officer of LaMar’s Donuts. “The airline’s commitment to quality is one of the primary reasons we were so drawn to this partnership. To that end, the addition of LaMar’s donuts to its inflight catering service, gives Frontier yet another strong differentiator in an industry that is known for its fierce competition.”

The LaMar’s Apple Spice cake donut will be the first donut served to passengers on flights during December. In subsequent months, a different LaMar’s Donut will be rotated among the 17 flights.

“Frontier is constantly searching for ways we can provide an experience that is ‘A Whole Different Animal,’” said Andrew Hudson, senior director of marketing, advertising and communications for Frontier Airlines. “With the addition of LaMar’s donuts, not only are we offering a superior product to our customers, but we are once again bucking the trend and adding a level of service that most airlines either charge for or don’t offer at all.”

LaMar’s Donuts has franchise operations in seven states and is actively recruiting new franchise operators. The company’s doughnuts have been named “best doughnut” by magazines, newspapers and in reader surveys in publications across the country.