Posted: 15/02/2020

Insect company rebrands as it looks to normalise eating critters

A UK-based edible insect company hopes to normalise the concept of eating bugs and appeal to mainstream palates following a major rebrand and the launch of 11 new lines as it targets retail listings for the first time. 

Crunchy Critters unveiled its new 35g grab-n-go snack packs (RRP £2.49) in refreshed ‘shelf-ready’ branding last month with the aim of removing the stigma around eating insects and encouraging more consumers to try the products. 

The snack pack range includes worms paired with fava beans and peas in familiar flavours like sea salt & cider vinegar, smoked paprika and sea salt & black pepper. 

“With an increased focus on the environment, a booming market in healthy snacking and consumer openness to alternative proteins, it felt like the right time to reconsider our offer and create a brand and product range that delivers true innovation to retail buyers,” said founding director, Nick Cooper. 

The brand has been selling insects online since 2011, but is now targeting the retail sector with the new lines as part of its mission to reach a wider market.

Despite the increasing conversation around alternative protein sources, Cooper said that it’s a big leap for consumers to go from not eating insects to eating products made entirely from them.  

He said: “By pairing insects with more mainstream ingredients, and using flavours that we know consumers buy into, we hope more people will try this protein source.”

The company worked with retail design consultancy Sherlock Studio to create the new branding which has a simple, clear design and straight-talking product names to communicate its USP and message more directly with consumers. 

The smaller “snacking” portion pack sizes were also a conscious decision by the producer to keep the product price point down in the market.

“Insects are still an expensive commodity even at wholesale prices,” said Cooper, “By selling these at a smaller portion size and price point, it encourages customers to give them a try.”

The snack packs are available for wholesale directly through Crunchy Critters’ website, and the brand is currently in discussions with wholesalers.

This story appeared in the January/February issue of Fine Food Digest. You can read more on the digital edition here.

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