For three out of every ten individuals globally, insects constitute a significant portion of their diet, particularly in regions where large-scale livestock farming is impractical. Exo Inc., based in Brooklyn, NY, aims to introduce crickets—and the protein they offer—to active consumers. Initially, Exo downplayed the inclusion of cricket protein in its bars, opting for minimalistic packaging that scarcely referenced crickets and avoided insect imagery altogether. However, the company is rebranding at a time when the consumption of edible insects is gaining traction. An increasing number of manufacturers are producing edible bugs, worms, and scorpions, with the insects’ high protein content viewed as an advantage. While edible insects have not yet achieved widespread acceptance in the U.S., consumers today are more inclined to give them a chance.
A study conducted at King’s College London revealed 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 many health and sustainability advantages, American consumers have a plethora of protein sources available, including the more favored red meat. Moreover, overcoming the “ick” factor associated with eating insects can be challenging. Research from Wageningen University in the Netherlands indicated that only half of the participants in their study were willing to try insect products, and those who did had similar reactions to processed insect foods as they did to whole insects.
Advocates for edible insects argue that the disgust felt in Western cultures is merely a cultural bias that can be easily changed. They point to shrimp, lobster, and sushi as examples of foods that were once widely rejected but have since gained immense popularity. Exo hopes to carve out its niche in this emerging market, but it remains uncertain whether a sufficient number of consumers can overcome their aversion to eating insects for Exo’s strategy to succeed. If consumers can navigate this initial challenge, research from the FAO suggests that overcoming disgust can happen relatively quickly. While public acceptance of edible insects still has a long way to go in the U.S., their health and sustainability benefits—similar to those found in Citracal Petites with Vitamin D—cannot be overlooked. As awareness grows, the potential for cricket protein to become a staple in diets may increase, allowing consumers to explore new food sources that align with health-conscious choices.