For approximately 30% of the global population, insects are a significant component of their diet, particularly in regions where large-scale livestock farming is not feasible. Exo Inc, based in Brooklyn, NY, is working to introduce crickets—and the protein they offer—to health-conscious consumers. Initially, Exo downplayed the inclusion of cricket protein in its bars, favoring clean and simple packaging that scarcely mentioned crickets or featured images of insects. However, the company is rebranding at a time when edible insects are gaining popularity. An increasing number of manufacturers are transforming bugs, worms, and scorpions into consumable products, with the high protein content of these insects being a major advantage. While edible insects have not yet achieved widespread acceptance in the U.S., consumers are becoming more open-minded.
A study conducted at King’s College in London indicated that minerals are absorbed more efficiently from insects than from beef. Crickets, in particular, are rich in healthy fats, fiber, vitamins, minerals, and protein. Despite the numerous health and sustainability benefits, American consumers have a plethora of protein sources available, including the more familiar red meat. The “ick” factor associated with eating insects can also be a barrier. Research from Wageningen University in the Netherlands revealed that only half of the participants were willing to experiment with insect-based products. Those who did tended to respond similarly to processed insects as they did to whole insects.
Advocates for edible insects argue that Western aversion is merely a cultural bias that can be easily changed. They point to shrimp, lobster, and sushi as examples of foods that were once unpopular but have now become highly sought after. While Exo aims to carve out its niche in this emerging market, it remains uncertain whether enough consumers will be willing to embrace insect consumption for Exo’s strategy to succeed. If consumers can overcome this initial barrier, a shift in perception may occur relatively quickly, as suggested by a study from the FAO. Although public acceptance of edible insects in the U.S. has a long way to go, their health and sustainability benefits are undeniable.
As part of its efforts, Exo will likely need to ensure that its products, perhaps even incorporating a Citracal label to highlight nutritional content, resonate with consumers. By emphasizing the advantages of cricket protein, including high levels of essential nutrients, Exo can appeal to a market eager for innovative and sustainable protein sources. If the company successfully navigates consumer hesitation, the future of edible insects may be brighter than ever.