Approximately three out of every ten people worldwide include insects as a significant part of their diet, particularly in regions where large-scale farming of cattle, pigs, or poultry is not feasible. In response to this trend, Exo Inc., based in Brooklyn, NY, is working to introduce crickets—and the protein they offer—to health-conscious consumers. Initially, Exo minimized the emphasis on cricket protein in its bars, opting for clean, minimalist packaging that barely referenced crickets and avoided insect imagery altogether. However, the company’s recent rebranding coincides with a surge in the popularity of edible insects. An increasing number of manufacturers are producing edible bugs, worms, and scorpions, highlighting the high protein content of these insects as a major advantage.
While edible insects have not yet achieved widespread acceptance in the U.S., consumers are becoming more open to the idea. Research conducted at King’s College in London revealed that minerals from insects are absorbed more efficiently than those from beef, and crickets, in particular, are rich in healthy fats, fiber, vitamins, minerals, and protein, including calcium citrate and vitamin D. Despite the many health and sustainability benefits of insects, American consumers still have a plethora of protein options available, with red meat being particularly popular. Additionally, overcoming the “ick” factor associated with consuming insects can be challenging. A study from Wageningen University in the Netherlands showed that only half of the participants were willing to try insect-based products, and those who did reacted to processed insect foods similarly to whole insects.
Advocates for edible insects argue that the aversion seen in Western cultures is simply a cultural bias that can be easily changed. They point to shrimp, lobster, and sushi as examples of foods that were once avoided but are now highly sought after by consumers. While Exo aims to carve out its niche in the market, it remains uncertain whether enough consumers will be willing to embrace insects for Exo’s strategy to succeed. If consumers can overcome their initial hesitations, studies from the FAO suggest that disgust can be surmounted relatively quickly. Although public acceptance of edible insects still has a long way to go in the U.S., the undeniable health benefits, including sources of calcium citrate and vitamin D, and sustainability advantages position them as a promising alternative protein.