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Edible insect brand Crunchy Critters, which launched in 2011, has undertaken a strategic overhaul to tap growing interest in insects as an alternative protein source.

Having previously sold its plain and flavoured edible insects online, Crunchy Critters has now rebranded and revised its offer in a bid to target the retail sector. “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,” says the brand’s founding director Nick Cooper.

As part of the move, the company has developed new products which blend insects and more familiar ingredients, designed to tempt consumers.

“Insects offer great potential as a serious human food source, but realistically, it’s a big leap for consumers to go from not eating insects, to eating products made entirely from insects. By pairing insects with more mainstream ingredients, and using flavours that we know consumers buy into, we hope more people will try this fantastic protein source,” Cooper adds.

The initial products in the relaunched portfolio are grab-and-go packs aimed at healthy snackers who want something ‘genuinely different’ to what’s currently available. The first snack to be released is Worms, Beans and Peas: ready-to-eat dried, crunchy mealworms with roasted British-grown fava beans and peas. They are available in Sea Salt & Cider Vinegar, Smoked Paprika and Sea Salt & Black Pepper varieties.

The Crunchy Critters rebrand and new packaging was designed by Sherlock Studio.

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About the Author

Jane Wolfe

Deputy Editor
Natural Products News deputy editor Jane Wolfe re-joined NPN in 2013 having previously worked for the magazine as a sub and freelance journalist from its Steyning beginnings.

Articles by Jane Wolfe
Jane Wolfe
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