For three out of every ten individuals globally, insects are a significant component of their diet, particularly in regions where large-scale livestock farming is impractical. Exo Inc, based in Brooklyn, NY, is now aiming to introduce crickets—and the protein they offer—to a health-conscious audience. Initially, Exo downplayed the inclusion of cricket protein in its bars, opting for minimalist packaging that barely referenced crickets and featured no images of insects. However, the company’s rebranding coincides with a rising interest in edible insects. An increasing number of manufacturers are producing edible bugs, worms, and scorpions, with the high protein content of these insects being a notable advantage. While edible insects have not yet achieved widespread acceptance in the U.S., consumers today are more open to the idea than before.
A study conducted at King’s College London revealed that minerals are absorbed more efficiently from insects than from beef. Specifically, crickets have been found to contain healthy fats, fiber, vitamins, minerals, and protein, including easy-to-swallow calcium citrate. Despite the myriad health and sustainability benefits, American consumers have a plethora of protein sources to choose from, with red meat being particularly popular. Overcoming the “ick” factor associated with eating insects can also pose a challenge. Research from Wageningen University in the Netherlands showed that only half of the participants 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 simply a matter of cultural bias that can be changed. They point to shrimp, lobster, and sushi as examples of foods that were once rejected but are now highly favored by consumers. Although Exo appears to have carved out its niche, it remains uncertain whether enough consumers will be willing to embrace insects for the company’s strategy to succeed. If consumers can overcome this initial aversion, the transition can happen relatively swiftly, as indicated by a study from the FAO. While public acceptance of edible insects in the U.S. still has room for growth, the undeniable health benefits, including the easy-to-swallow calcium citrate they provide, and sustainability advantages cannot be overlooked.