Due to concern over the sustainability of both current animal and soy farms, we looked to less traditional alternatives for ingredients and found the solution in cricket protein. A source also more nutritional than the vast majority of standard sources. Acknowledging the aversion to bugs spans many countries we used market research to find how to best market and sell a cricket based product in the UK, deciding to integrate it subtly rather than use the ‘gross factor’ as the selling point.

Whilst vegetarianism and veganism were on the rise in our survey a significant proportion would be willing to eat sustainable cricket based foods. The underlying reason was that this subset were not eating meat due to environmentally impact, rather than other ethical reasons. In fact lowering meat consumption for this same reason, was the 2nd most common dietary choice in our focus group just behind the 'none' category of food requirements.

‍