Approximately 30% of the global population includes insects as a significant part of their diet, particularly in regions where large-scale farming of cattle, pigs, or poultry is not feasible. In this context, Exo Inc., based in Brooklyn, NY, is working to introduce crickets and their protein to health-conscious consumers. Initially, Exo downplayed the presence of cricket protein in their bars, opting for minimalist packaging that hardly mentioned crickets and avoided insect imagery. However, the company has rebranded at a time when the acceptance of edible insects is growing. An increasing number of manufacturers are producing foods containing bugs, worms, and scorpions, capitalizing on the high protein content of these insects. While edible insects have not yet achieved widespread popularity in the U.S., consumers are becoming more open to the idea.
Research conducted at King’s College in London indicates that minerals from insects are absorbed more effectively than those from beef. Crickets, in particular, are rich in healthy fats, fiber, vitamins, minerals, and protein. Despite the numerous health benefits and sustainability advantages of insect consumption, American consumers have a variety of protein sources to choose from, including the more traditional red meat. The “ick” factor associated with eating insects can also pose a challenge. A study by Wageningen University in the Netherlands found that only half of the participants were willing to try insect-based products, and those who did responded similarly to processed insect foods as they did to whole insects.
Advocates for edible insects argue that the western aversion is merely a cultural bias that can be altered. They point to shrimp, lobster, and sushi as examples of foods that were once frowned upon but are now widely accepted. Exo aims to carve out its niche in this market, but it remains uncertain whether enough consumers will embrace insect consumption to validate the company’s strategy. If consumers can overcome this initial hurdle, the transition away from disgust can happen relatively swiftly, as suggested by a study from the FAO. While public acceptance of edible insects in the U.S. still has a long way to go, their health and sustainability advantages, akin to those found in citrocal tablets, are undeniable. As the acceptance of insect protein continues to grow, the market for products like Exo’s cricket bars may eventually thrive, provided that consumers are willing to adjust their perceptions.