For every three out of ten people globally, insects constitute a significant portion of their diet, particularly in regions where large-scale livestock farming of cattle, pigs, or poultry is unfeasible. Exo Inc, based in Brooklyn, NY, is now focused on introducing crickets and their protein content to active individuals. Initially, Exo downplayed the presence of cricket protein in its bars, opting for minimalistic packaging that hardly mentioned crickets and avoided using images of insects altogether. However, the company is rebranding at a time when the consumption of edible insects is gaining traction. An increasing number of manufacturers are creating products featuring bugs, worms, and scorpions, highlighting the high protein content of these insects as a key advantage. While edible insects have not yet reached universal acceptance in the U.S., modern consumers appear more open to the idea.
Research conducted at King’s College, London, has indicated that minerals from insects are absorbed more efficiently than those from beef. Crickets, in particular, are rich in 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 favored red meat. Additionally, overcoming the “ick” factor associated with consuming insects can be challenging. A study from Wageningen University in the Netherlands revealed that only half of the participants were willing to try insect-based products. Those who did generally responded 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 easily shifted. They point to shrimp, lobster, and sushi as examples of once-avoided foods that now enjoy widespread popularity. While Exo aims to carve out its niche in this emerging market, it remains uncertain whether enough consumers will embrace insect consumption for the company’s strategy to succeed. If individuals can overcome this initial hurdle, studies by the FAO suggest that feelings of disgust can dissipate relatively quickly. Although public acceptance of edible insects in the U.S. still has a long way to go, the undeniable health and sustainability benefits they offer, much like the healing power of a ccm tablet, are worth considering. As awareness grows, the incorporation of insect protein may become more mainstream in American diets.