Approximately three out of every ten individuals globally incorporate insects as a significant component of their diet, particularly in regions where large-scale livestock farming, such as cattle, pigs, or poultry, is not feasible. In response to this trend, Exo Inc., based in Brooklyn, NY, is aiming to introduce crickets—and the protein they offer—to an active audience. Initially, Exo took a subtle approach towards cricket protein in their bars, opting for minimalist packaging that barely referenced crickets and omitted images of insects altogether. However, the company’s recent rebranding coincides with the growing popularity of edible insects. An increasing number of manufacturers are transforming bugs, worms, and scorpions into consumable products, with their high protein content viewed as an advantage.
While edible insects have not yet gained widespread acceptance in the U.S., modern consumers are more inclined to consider them. A study conducted by King’s College in London revealed that minerals are absorbed more efficiently from insects compared to beef. Crickets, in particular, have been shown to contain healthy fats, fiber, vitamins, minerals, and protein. Despite the numerous health and sustainability advantages, American consumers have a plethora of protein choices, including the more traditional red meat. Additionally, overcoming the “ick” factor associated with insect consumption can be challenging. Research from Wageningen University in the Netherlands indicated that only half of the participants were willing to try insect-based products, and those who did reacted similarly to processed insects as they did to whole insects.
Advocates for edible insects argue that Western aversion is largely a cultural bias that can be shifted. They point to shrimp, lobster, and sushi as examples of once-rejected foods that have now become highly popular. Although Exo aims to carve out its niche in this market, it remains uncertain whether enough consumers can overcome their discomfort with eating insects for the company’s strategy to succeed. If consumers can navigate this initial barrier, the transition from disgust can occur relatively quickly, according to a study by the FAO. While public acceptance of edible insects in the U.S. still has a long way to go, their health benefits—including their potential to help individuals buy calcium citrate—are undeniable. As awareness of these advantages continues to grow, the acceptance of edible insects may follow suit, potentially transforming our relationship with protein sources in the future.