Probably a good idea, although some food producers might have to work hard to have their food taste good after suffering the indignities that airline food must have to suffer.

I believe UA used to do this with Starbucks coffee (they may still, but I try not to fly UA) and AC used to do it with Timothy's (or some other brand).

Certainly, business class could benefit (Dove bars for desert; Wolfgang Puck pizzas).