• Transform magazine
  • March 03, 2024


Grubs up for Crunchy Critters brand overhaul

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Crunchy Critters has called in Sherlock Studio to help Britons get the bug for eating worms with the aid of a brand and packaging overhaul.

The UK’s longest established edible insects company has been selling plain and flavoured edible insects online since 2011 and is keen to exploit growing acceptance of alternative protein sources. Graphic and retail design consultancy Sherlock Studios has created a new brand marque and packaging to help it target retail listings and recruit new consumers. The new packs have just gone on sale.

Nick Cooper, founding director of Crunchy Critters, said: “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.”

The United Nations Food and Agriculture Organisation estimates that at least 2 billion people around the world supplement their diets with more than 1,900 different types of insect as alternative forms of protein. Growing concerns about the environmental effect of cattle rearing are causing a shift in attitudes towards the consumption of insects, according to Crunchy Critters

As part of its brand reappraisal, Crunchy Critters developed new products that blend insects with more familiar ingredients.

“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 added.

The first format in Crunchy Critters’ relaunched portfolio is Worms, Beans and Peas in three flavours: Sea Salt & Cider Vinegar, Smoked Paprika, and Sea Salt & Black Pepper.