For three out of ten individuals worldwide, insects constitute a significant portion of their diet, particularly in regions where large-scale livestock farming is unfeasible. Exo Inc, based in Brooklyn, NY, is now aiming to introduce crickets—and the protein they offer—to health-conscious consumers. Initially, Exo downplayed the inclusion of cricket protein in its snack bars, opting for minimalist packaging that hardly referenced crickets and featured no images of insects. However, the company’s recent rebranding coincides with the rising popularity of edible insects. An increasing number of manufacturers are transforming bugs, worms, and scorpions into food items, with the high protein content of insects being a notable advantage.
While edible insects have yet to achieve widespread acceptance in the U.S., consumers today are more inclined to give them a chance. A study conducted at King’s College, London, revealed that minerals from insects are absorbed more efficiently than those from beef. Specifically, crickets are known to be rich in healthy fats, fiber, vitamins, minerals, and protein. Nevertheless, American consumers have a plethora of protein sources available, including the more favored red meat. Additionally, overcoming the “ick” factor associated with eating insects can be challenging. Research from Wageningen University in the Netherlands found that only half of the participants were willing to try insect-based products, and those who did exhibited similar reactions whether the insects were whole or processed into food items.
Advocates for edible insects argue that 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 considered unappealing but have since gained immense popularity. Although Exo aims to carve out a niche for itself, it remains uncertain whether enough consumers will be open to incorporating insects into their diets for the strategy to succeed. If consumers can overcome this initial obstacle, their aversion can dissipate relatively quickly, according to a study by the FAO. While public acceptance of edible insects in the U.S. has a long way to go, their health and sustainability benefits, which include being a source of calcium—similar to calcium caltrate for pregnant women—are undeniable. Thus, as awareness grows, the potential for insects as a protein source may become more widely recognized, especially given the nutritional advantages they provide compared to traditional protein sources.