I like going to the office. There’s a bit of a metaphorical separation of church and state, if you will. And I specifically chose a co-working space where snacking would be impossible. No supermarkets. No kirana stores.  No vending machines. Just one eatery within walking distance – and it’s inside a hospital. No, thank you. The idea is simple: if I can’t get snacks easily, I won’t eat them. I am actively avoiding the snacking. Because I love snacks. I love snacking. And honestly, who doesn’t?

Offices that dole out snacks are dangerous territory for someone like me. Sure, it’s a perk. A brilliant one. It keeps people on campus longer, it helps when there’s nothing else nearby, and let’s face it, not everyone can pack a meal every day.

But I never really stopped to think about the logistics of it all until I got chatting with Tobias Azizah a few months ago. Tobias is an expert in international food service strategy, and what started as a casual conversation about meals at work turned into a fascinating deep dive on how offices can actually become test kitchens for snack brands – and what that means for food service, employee satisfaction, and brand discovery.

With more companies wanting butts in seats again, food has the potential to become a strategic lever yet again, not just a perk. And for food brands, especially in snacks and beverages, it’s a huge opportunity to get in front of a captive (and often curious) audience. Think of it like airlines, but with more legroom and fewer crying babies. 

Crying adults, now that’s a different story…

Here’s a snack-sized bite of my conversation with Tobias (you’re welcome). For the full spread, including a lot more of the good stuff, watch the full video (link at the end). Trust me, it’s worth the watch, especially if you’re a brand looking to crack into office foodservice or just want to understand how snacking can become strategic across channels other than boring old retail.

GourmetPro: We don’t often think of offices as a space for brand discovery. But you mentioned that workplaces can be a really powerful channel for food and drink brands to reach new audiences. How does that work?

Tobias Azizah: I think offices have always been a space for brand discovery, honestly. Whether people realise it or not. You're there, you’re hungry, and something’s placed in front of you – snacks, drinks, whatever. You make a choice. If you try it and like it,  you’re going to remember it. You may go looking for it next time you’re at the supermarket or doing your online shop. That’s brand exposure. That’s brand recall.

In food service, especially in snacks and drinks, we have the power to engineer those moments of discovery. I’ve done this many times: brought in smaller brands, especially ones that are culturally specific or underrepresented, and just placed them where there’s high foot traffic. You'd be surprised at how often that becomes a real talking point. “Oh, I haven’t had this since I was a kid,” or “Hey, what’s this? This is from your country?” You get this organic cultural exchange happening over a packet of crisps or a bottle of something fizzy.

GP: That sounds like quite the opportunity for any food brand, especially smaller or international ones trying to build a name in a new market.

Tobias: Offices are full of repeat customers. They're not random passersby and they come back every day. That’s gold. And what’s even better is that you’re not always asking them to pay out of pocket, so they’re more open to trying something new. With a bit of choice engineering, you can balance newness and familiarity in a way that works for the business and for the brand.

GP: Can you give me examples of brands that benefited from this kind of setup?

Tobias: There’s one called Revibed, a small UK-based brand run by a father-son duo. We listed them across our office network and it turned out to be one of their highest grossing months to date, just from our order volume. That was amazing to hear. 

Another one is Kooky, a brand doing freeze-dried fruits with a circular economy model. They have Southeast Asian roots and a very cool sourcing model. Their products sparked a lot of interest because they brought something new to the table but still felt accessible. Seeing them grow has been super rewarding.

Like what you’re reading?

GP: How do you decide what snacks or food to stock?

Tobias: Packaged snacks and drinks say a lot about your brand identity. So I always try to make sure the selection feels intentional. Depending on the office culture or the demographic, you can lean nostalgic, international, health-conscious, or indulgent. But I also look at the functional side: is this nut-free, gluten-free, vegan? Can we hit multiple dietary needs with one product?

Also – and this is important – everything in a workplace food program is interconnected. Meals, snacks, drinks. It’s not “just” a fridge full of sparkling water and protein bars. It’s part of a whole experience. People spend a third of their lives at work. Food is emotional. Snacks are emotional. So the curation matters.

GP: But cost is a major consideration as well, yes? Especially with food inflation rates right now.

Tobias: Yeah, 100%. This is where it gets tricky. Especially when things are complimentary. People overindulge, portion control goes out the window, and then suddenly your budget’s in trouble. So there’s a lot of work that goes into balancing nutrition, cost, and perception.

Sometimes, it’s not about the food itself, but how it’s served. For example, 

• Portion sizing, offering smaller formats that still feel satisfying

• Or making certain high-cost items served rather than self-serve 

• Negotiating better deals with suppliers for healthier or more sustainable options

And perception matters too. You can stock something that’s technically healthy, but if people perceive it as processed or boring, they won’t go for it. It’s a real balancing act.

GP: What’s one thing you wish more brands understood about entering the workplace food space?

Tobias: Know your gaps. It’s not enough to just have a “great product.” There’s a ton of great products out there. But what’s missing in this specific market? Can you fill an inclusion gap? Can you offer a great halal snack that’s also nut-free and delicious? Can you do something nostalgic but healthy? Those are the kinds of brands that catch our attention.

Also, make it easy for us to say yes. A clean one-pager. Clear pricing. Dietary info. If you’re pitching to a food service operator, get straight to the point. We want to help you, but we also need to keep the operation running.

Watch the full video here: 

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