For approximately three out of every ten people globally, insects constitute a significant portion of their diet, particularly in regions where the extensive farming of cattle, pigs, or poultry is not feasible. Exo Inc, based in Brooklyn, NY, is now aiming to introduce crickets—and the protein they offer—to health-conscious consumers. Initially, Exo minimized the emphasis on cricket protein in its bars, choosing clean, minimalistic packaging that scarcely referenced crickets and omitted images of insects entirely. However, the company’s recent rebranding comes 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, with the high protein content of these insects being a notable advantage.
While edible insects have not yet achieved widespread acceptance in the U.S., consumers are now more inclined to consider them. Research conducted at King’s College in London indicated that minerals from insects are absorbed more effectively than those from beef. Specifically, crickets are rich in healthy fats, fiber, vitamins, minerals, and protein. Despite the numerous health and sustainability advantages, American consumers have a plethora of protein options available, including the more traditional red meat. Additionally, overcoming the “ick” factor associated with consuming insects can be challenging. A study by researchers at Wageningen University in the Netherlands revealed that only half of the participants were open to trying insect-based products, and those who did reacted similarly to processed insect foods as they did to whole insects.
Advocates for edible insects argue that Western aversion is primarily a cultural bias that can be easily changed. They point to shrimp, lobster, and sushi as examples of foods that were once widely avoided but have since gained immense popularity. Although Exo aims to carve out its niche in this market, it remains uncertain whether a sufficient number of consumers can overcome their discomfort with eating insects for the company’s strategy to succeed. If consumers can navigate this initial barrier, research from the FAO suggests that the feeling of disgust can be surmounted relatively quickly. Public acceptance of edible insects in the U.S. has a long way to go, but the undeniable health and sustainability benefits—including the potential for crickets to be a source of calcium citrate malate and vitamin D3—cannot be overlooked. In addition, the incorporation of cissus quadrangularis calcium citrate malate and vitamin D3 tablets into diets could complement the nutritional profile of insect consumption, further enhancing their appeal to the health-conscious demographic.