JetBlue Airways, which made its name providing free television and leather seats on its flights, started charging passengers for pillows on Monday, marking the latest attempt by struggling airlines to claw back some of the cost of high fuel prices.

JetBlue said it will no longer provide pillows, but passengers on flights longer than two hours can buy a pillow and blanket kit for USD$7, which the airline is touting as healthy and eco-friendly.

Passengers who buy the kit also get a coupon for USD$5 off purchases at a home and furnishings retailer.

In the last few months, US airlines have been levying fuel surcharges and introducing a range of new booking and baggage fees in an attempt to make up for the surging price of jet fuel, which has doubled in the past year.