For millennia, humans have consumed insects as a protein source. In 2019, Gryllus INC., a Japanese startup, embraced this tradition by making cricket powder the centerpiece of its product line. The company, however, recently declared bankruptcy.
Insects vs. livestock. Insects are touted as the food of the future due to their high protein content, rich nutrient profile, and minimal carbon footprint compared to livestock.
For instance, producing 2.2 pounds of cricket “meat” requires only 7.7 pounds of food, and 80% of the insect is usable. In contrast, a cow needs 17.5 pounds of food to produce the same amount of meat, of which only 40% is consumed.
A powdered revolution. Gryllus launched with a vision to make insects more appealing by processing crickets into powder, a versatile ingredient for snacks and other products.
The company introduced ball-shaped snacks in flavors like salty umami and takoyaki (octopus balls). Using a food truck, it also served potato chips dusted with cricket powder and developed products like crackers and cricket-infused flour.
The bug-burger. By 2022, things seemed promising. Japanese airline Zipair Tokyo partnered with Gryllus to offer cricket-based dishes on its menu, including a seafood pasta with cricket-infused tomato sauce and a burger featuring cricket powder in the patty.
Priced at 1,500 yen (about $9.50), the dishes saw moderate success, with 60 orders reported in the first two months.
Gryllus expanded with other products under the brand C.TRIA.
A decline in business. Gryllus faced significant backlash after introducing cricket powder into a high school meal program. Concerned parents criticized the nutritional value, compatibility with dietary restrictions, and potential allergy risks. Social media platforms amplified the controversy, with misinformation and conspiracy theories tarnishing the company’s reputation.
Founder Takahito Watanabe attributed the backlash to “false reports and conspiracy theories.” Despite his efforts to clarify, the damage was done, and sales plummeted.
Bankruptcy. According to the South China Morning Post, Gryllus experienced a sharp decline in sales, leaving the company with an unmanageable surplus of inventory. In an attempt to recover, it sought government subsidies to pivot toward producing crickets for animal feed and aquaculture. However, the authorities’ rejection ultimately sealed the company’s fate, causing its operations to unravel completely.
On November 7, Gryllus declared bankruptcy, citing debts of approximately 153 million yen (nearly $1 million).
The potential. Watanabe, a professor of developmental biology at Tokushima University, remains optimistic about insects’ potential as a sustainable food source. “We considered insects—and especially crickets—to be a promising new protein resource with the benefit of efficient production,” he said.
“I don’t know how long it will take, but insects will become an important part of our diet,” he added, emphasizing humanity’s historical reliance on insects as protein. “With new technologies, there’s a good chance they’ll be accepted again.”
Alternatives. Crickets, chosen for their quick maturation, high calcium, magnesium, zinc, and iron content, remain a viable food source. Other innovators are also incorporating insects into protein bars and other products.
While the “yuck factor” persists, experts agree insects will play a growing role in the Western diet.
Images | SalTheColourGeek | Gryllus
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