From dried fruit crisps to protein bars, healthy snacks are reshaping workplace culture.
As the UK healthy snack market surges towards £6.4 billion by 2030, offices are biting into better bites, according to a study.
According to Horizon study, the UK healthy snack market reached approximately £4.5 billion in 2023 and is projected to grow around £6.4 billion by 2030.
Among all product categories, fruits, nuts and seeds led the way in 2023 generating the highest revenue.
Behind this booming industry are passionate founders and entrepreneurs who have recognised the growing demand for nutritious and convenient options.
These innovators are not only creating products that fuel busy professionals but are also helping to shift workplace wellness towards smarter, healthier habits.
Snack Founders Leading the Change
At the forefront of the healthy snack revolution is Aline Burgmann, CEO and co-founder of Kooky, pretty unique fruits.
Driven by her passion for exotic fruits, especially mango, one of her favourite treats, Burgmann launched Kooky to bring unique snacks to a wider audience.
She said: “I created the brand mainly because of my love for exotic dried fruit and mango in particular.
“I wanted to promote this delicious fruit and make it more affordable and available in the market.”
Inspired by the global surge in interest around Korean pop culture, everything from K-pop to K-dramas, Burgmann noticed that people’s appetites for exotic flavors were growing rapidly.
Source: Kooky
She said: “Walking through aisles in supermarkets and health stores, I found the dried fruit category pretty boring, mostly just apricots and prunes.
“I felt the market was ready to embrace new, exotic flavors.”
Kooky now includes nine flavours, four of which are exclusive to the brand, including options like freeze-dried mangosteen and even the famously durian, also known as the “stinky fruit.”
Burgmann said she was aware of the challenge of bringing new flavours, most of which were unfamiliar to consumers.
Before launching her range, she conducted extensive sampling sessions with people who had never heard of exotic fruits like mangosteen.
She said: “Over 90% of the people in the room had no idea what mangosteen was.”
She quickly realised that going straight to retail would be risky and instead decided to concentrate on B2B, targeting the office environment.
She said: “I knew I needed support and partnership from companies like Bloomberg to help introduce our snacks to the right audience.”
“A lot of us now are looking for a healthy snacking option but “without it has to be without compromising on flavor, quality and price.”
Source: Kooky
Despite being a small company, Burgmann sees Kooky as part of a bigger movement toward responsible snacking.
She said: “It’s the boldness that makes Kooky stand out, daring to offer flavours others shy away from.
“We are proud to be the big cuckoo, doing things differently.”
Kooky isn’t alone in redefining how we snack.
Across the UK a new generation of founders is taking steps to fuse favour, health and sustainability.
One of them is Giuseppe Baidoo, the founder of Gusto Snacks, who turned a frustration with food waste to a mission-driven brand.
He said: “Apples are one the most produced fruits, but also one of the most wasted.
“We work directly with farmers to rescue perfectly edible fruit that doesn’t make it to supermarkets, not because it’s bad but because it doesn’t meet strict size and appearance standards.”
While familiar tropical fruits like mango and passion fruit were an instant hit, some of Gusto’s more adventurous flavors required a little more convincing.
Baidoo said: “Chocolate-covered apples, for example, were tough at first.
“People were sceptical about apples with chocolate.”
Despite the initial hesitation, Giuseppe stuck with it, confident in the quality of the ingredients and the unexpected harmony of the flavour.
This balance of trusted tastes and bold experimentation is what helps Gusto stand out in a crowded market.
Founders like Burgmann and Baidoo are redefining what healthy snacking looks like whether it’s through adventurous exotic fruits or rescuing imperfect produce destined for the bin.
As these products find their way into workplace kitchens and meeting room tables, employees are discovering how the right snack can boost energy and focus during demanding workdays.
What’s in the Office Snack Drawer?
One employee who embraced this shift is Marta Damaso, a customer support representative at Bloomberg.
Source: Marta Damaso
For Damaso, healthy snacking is more than just a habit – it’s an extension of her commitment to personal wellness and balance in and out of the office.
She said: “I embrace the commitment to choose snacks that support my fitness and health goals whether I am on a nutrition plan or not.
“I prioritise nutrient-dense food that fuels my body with sustained energy, free from unnecessary sugars or additives.”
Her desk drawer is stocked with carefully chosen options: raw nuts, clean-ingredient protein bars, fresh fruit and digestive cookies with dark chocolate for when a sweet craving hits.”
Working at Bloomberg has helped reinforce those habits.
She said: “The culture here, and the access to healthier snacks, has encouraged me to be more consistent.
“I’ve moved away from impulse snacking to more intentional, prepared options that support my workout and diet. These snacks play a crucial role in regulating my energy levels and mood, particularly during a non-stop working day”
For Sushmita Roy, also based at Bloomberg, healthy snacking is more than a personal preference – it’s a necessity for health considerations and a busy schedule
Source: Sushmita Roy
She said: “When healthy snacks are available, I definitely feel more productive and in a better mood
“People are more aware of how food connects to focus and energy and more companies are recognising that healthier employees tend to be happier and more productive.”
A healthy snack in her view should be quick to grab, low in sugar and packed with nutritional value.
“It’s all about fueling the day without slowing you down,” said Roy.
Small Habits, Big Impact
From startup founders transforming overlooked fruits into best-selling snacks, to employees choosing to focus on their wellbeing, the healthy snacking movement is driven by one simple idea: small choices can lead to big changes.
Damaso said: “More people are recognising the connection between nutrition, performance and overall well-being.
“I believe companies are now supporting employee health to boost productivity and reduce absenteeism or obesity.”
But while access is improving, Damaso and Roy believe more can be done to inform and empower employees.
Roy said: “It needs more education, better variety and maybe even programmes like talk shows or takeaway material to raise awareness about why healthy snacking is important.”
With the UK’s healthy snack market projected to hit £6.4 billion by 2030, and companies like Kooky and Gusto Snacks leading innovation in favour and sustainability, it’s clear that what was once a niche trend has become a workplace essential.
Healthy snacking is a cultural shift toward more mindful, empowered, and sustainable choices,one bite at a time.
Featured Image source: Kooky
