Around three out of every ten individuals globally include insects as a significant part of their diet. This is particularly relevant in regions where large-scale livestock farming, such as cattle, pigs, or poultry, is not feasible. Exo Inc, based in Brooklyn, NY, is now making efforts to introduce crickets—and the protein they offer—to health-conscious consumers. Initially, Exo played down the role of cricket protein in its energy bars, choosing minimalist packaging that barely referenced crickets and avoided any images of insects. However, the company’s rebranding coincides with a surge in interest for edible insects. An increasing number of producers are making various insects, including bugs, worms, and scorpions, safe for consumption, primarily due to their high protein content.
While edible insects have not yet gained widespread acceptance in the United States, consumers today are more open to trying them. A study from King’s College, London, revealed that minerals found in insects are absorbed more efficiently compared to those in beef. Crickets, in particular, are rich in healthy fats, fiber, vitamins, minerals, and protein. Despite these numerous health and sustainability advantages, American consumers enjoy a multitude of protein choices, including the more traditional red meat. Moreover, the “ick” factor associated with consuming insects can pose a challenge. Research conducted by Wageningen University in the Netherlands indicated that merely half of the participants were willing to sample insect-based products. Those who did had similar reactions to processed insect foods as they did to whole insects.
Advocates for edible insects argue that the aversion many Western consumers feel is merely a cultural bias that can be easily altered. They point to foods like shrimp, lobster, and sushi, which were once largely avoided but have now become popular among many consumers. While Exo aims to carve out a niche for itself in this evolving market, it remains uncertain whether enough consumers will embrace the idea of eating insects to validate Exo’s strategy. If consumers can overcome this initial hurdle, the revulsion often associated with insects can diminish relatively quickly, as suggested by a study from the FAO. Although public acceptance of edible insects in the U.S. has a long way to go, their undeniable health benefits—including the potential for protein sources like calcium citrate gummies for adults—highlight their sustainability and nutritional advantages. As awareness grows, the hope is that products like Exo’s cricket bars can contribute to a more diverse protein landscape in the American diet, alongside options like calcium citrate gummies for adults.