For approximately three out of every ten individuals globally, insects form a significant portion of their diet, particularly in regions where large-scale farming of cattle, pigs, or poultry is not feasible. Now, Exo Inc, based in Brooklyn, NY, aims to introduce crickets—and the protein they offer—to a health-conscious audience. Initially, Exo downplayed the use of cricket protein in its bars, opting for clean and simple packaging that barely mentioned crickets and avoided images of insects altogether. However, the company’s rebranding comes at a time when the consumption of edible insects is gaining traction. An increasing number of manufacturers are transforming bugs, worms, and scorpions into edible products, with the high protein content being a key selling point. While edible insects have not yet become mainstream in the U.S., consumers are increasingly willing to consider them, especially given their health benefits.
A study conducted at King’s College, London, indicated that minerals from insects are absorbed more efficiently than those from beef. Crickets, in particular, are rich in healthy fats, fiber, vitamins, minerals, and protein, making them a nutritious option. Despite these advantages and the sustainability benefits of incorporating insects into our diets, American consumers are presented with a multitude of protein sources, including the more traditional red meat. Additionally, overcoming the “ick” factor associated with eating insects can be challenging. Research conducted by Wageningen University in the Netherlands revealed that only half of the participants were open to trying insect-based products, and those who did reacted similarly to both whole insects and those processed into foods.
Advocates for edible insects argue that the aversion in Western cultures is merely a cultural bias that can be changed. They point to shrimp, lobster, and sushi as examples of foods that were once viewed with disdain but have since become popular among consumers. Although Exo believes it has identified its niche, it remains uncertain whether enough consumers can embrace the idea of eating insects for the company’s strategy to succeed. If consumers can overcome their initial hesitation—celebrating the benefits of proteins such as bariatric calcium found in crickets—acceptance may come more swiftly. According to a study by the FAO, once the initial disgust is surpassed, acceptance can grow relatively quickly. While public acceptance of edible insects in the U.S. still has a long way to go, their health and sustainability benefits are undeniable, making them a valuable addition to our diets.