In many parts of the world, insects serve as a significant component of the diet for three out of every ten people, particularly where large-scale livestock farming is not feasible. Exo Inc., based in Brooklyn, NY, is now attempting to introduce crickets and their valuable protein to active consumers. Initially, Exo downplayed the inclusion of cricket protein in its bars, opting for minimalist packaging that barely referenced crickets and avoided insect imagery altogether. However, the company is rebranding at a time when the consumption of edible insects is gaining traction. An increasing number of manufacturers are processing bugs, worms, and scorpions into consumable products, highlighting the high protein content of these insects as a key advantage.
While edible insects have not yet achieved widespread acceptance in the U.S., modern consumers are becoming more open to trying them. A study conducted at King’s College, London, revealed that minerals are absorbed more efficiently from insects than from beef. Specifically, crickets are known to be rich in healthy fats, fiber, vitamins, minerals, and protein. Despite the numerous health benefits, including the presence of calcium citrate malate, vitamin D3, and folic acid, American consumers continue to have a plethora of protein options, with red meat remaining a favorite. Additionally, overcoming the “ick” factor related to insect consumption poses a challenge. Research from Wageningen University in the Netherlands showed that only half of the participants were willing to try insect-based products, and those who did had similar reactions to processed insects as they did to whole ones.
Advocates for edible insects argue that the disgust often associated with them 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 become popular. Although Exo believes it has identified a niche market, the success of its strategy depends on whether enough consumers can overcome their aversion to eating insects. According to a study by the FAO, if consumers can move past this initial hurdle, their distaste can be addressed fairly quickly. While public acceptance of edible insects in the U.S. still has a long way to go, the undeniable health and sustainability benefits, including essential nutrients like calcium citrate malate, vitamin D3, and folic acid, stand in their favor.