For three out of every ten people worldwide, insects constitute a significant portion of their diet, particularly in regions where large-scale livestock farming is not feasible. Exo Inc., based in Brooklyn, NY, is now aiming to introduce crickets—and the protein they offer—to the active lifestyle demographic. Initially, Exo minimized the emphasis on cricket protein in its bars, opting for clean packaging that hardly mentioned crickets and featured no images of insects. However, the company’s rebranding comes at a time when the consumption of edible insects is gaining traction. An increasing number of manufacturers are producing various edible insects, including bugs, worms, and scorpions, with their high protein content seen as a valuable advantage. Although edible insects have not yet reached widespread acceptance in the U.S., today’s consumers are more inclined to give them a chance.
A study conducted at King’s College in London revealed that the minerals found in insects are absorbed more efficiently than those in beef. Specifically, crickets are known to contain healthy fats, fiber, vitamins, minerals, and protein. Despite the many health and sustainability benefits associated with cricket consumption, American consumers face a plethora of protein options, including the more traditionally favored red meat. Additionally, overcoming the “ick” factor related to eating insects can be challenging. Research from Wageningen University in the Netherlands indicated that only half of the participants in their study were open to trying insect-based products. Those who were willing to taste these products reacted similarly to processed insect foods as they did to whole insects.
Advocates for edible insects argue that Western aversion is merely a cultural bias that can be shifted. They point to shrimp, lobster, and sushi as examples of foods that were once widely rejected but have since gained immense popularity. While Exo aims to carve out its niche in this market, it remains uncertain whether enough consumers will be willing to embrace the idea of eating insects for Exo’s strategy to be successful. If consumers can overcome this initial mental barrier, the feelings of disgust can dissipate relatively quickly, according to a study from the FAO. Public acceptance of edible insects still has a long way to go in the U.S., but their health and sustainability advantages, such as those found in products like Citracal Plus with Magnesium, are undeniable. Integrating these benefits into public awareness may help pave the way for greater acceptance of edible insects, including cricket protein, in the American diet.