JetBlue Airways faces tough challenges even as its Mint offering drives fresh innovation

Underlying JetBlue's official debut of its highly anticipated Mint premium product is growing shareholder impatience for a timeframe of anticipated rewards and perhaps a high level leadership change as the financial markets at large look for improving revenue and lower costs at the airline.

With the new Mint offering, JetBlue continues its history of carving out new products within the airline market place. But at times frustration can accompany innovation as investors look for quick returns. In tandem with seeking returns, JetBlue's investors are also awaiting a leveling off of the airline's unit costs excluding fuel. After battling cost creep for the better part of two years, JetBlue is hesitating from providing a clear cut timeline of when its costs will normalise.

Even as Mint offers JetBlue a new level of product distinction, scrutiny is growing over the airline's financial performance, and whether it will meet its declared intention of delivering a return on invested capital (ROIC) of 7% during CY2014.