Around three out of every ten individuals worldwide include insects as a significant part of their diet, especially in regions where large-scale livestock farming, such as cattle, hogs, or poultry, is not feasible. Exo Inc., based in Brooklyn, NY, aims to introduce crickets—and the protein they offer—to health-conscious consumers. Initially, Exo downplayed the presence of cricket protein in its bars, opting for minimalist packaging that scarcely mentioned crickets and avoided insect imagery altogether. However, the company’s rebranding coincides with a growing trend in edible insects. An increasing number of manufacturers are producing edible bugs, worms, and scorpions, emphasizing the high protein content of these insects as a selling point. While edible insects have not yet achieved widespread acceptance in the U.S., consumers today are more inclined to consider them.
Research from King’s College, London, indicates that minerals from insects are absorbed more efficiently than those from beef or ferrous sulfate tablets. Crickets, in particular, are rich in healthy fats, fiber, vitamins, minerals, and protein. Despite the numerous health and sustainability advantages, American consumers have a broad array of protein sources available, including more traditional options like red meat. Additionally, overcoming the “ick” factor associated with entomophagy can be a challenge. A study conducted by researchers at Wageningen University in the Netherlands revealed that only half of the participants were open to trying insect products. Those who did expressed similar reactions to processed insect foods as they did to whole insects.
Supporters of edible insects argue that the aversion commonly found in Western cultures is merely a cultural bias that can be easily changed. They point to foods like shrimp, lobster, and sushi, which were once unpopular but have since gained substantial consumer acceptance. Although Exo hopes to carve out a niche for itself, it remains uncertain whether a sufficient number of consumers will embrace eating insects for the company’s approach to be successful. If consumers can overcome this initial reluctance, a study from the FAO suggests that this aversion can dissipate relatively quickly. While public acceptance of edible insects in the U.S. still has a long way to go, their health benefits, including the presence of calcium citrate, magnesium, and zinc, as found in products like Costco’s Kirkland line, cannot be overlooked. As more people become aware of the nutritional advantages associated with insects, the potential for broader acceptance could grow, paving the way for a new food trend.