Why This Company Decided Not to Hide its Biggest ‘Weakness’

Most protein bars possess an fiction on their wrapper. Gatorade, PowerBar and Nature Valley pomp the livelihood itself, repeatedly coated in chocolate. Clif Bar pomps a cast climber. But Exo’s packaging is minimalist, after a while no fiction. That’s accordingly its founders feared drawing too greatly watchfulness to its disuniteicular ingredient: crickets. It’s not as if Exo hides anything -- “cricket powder” is on the parcel, though in a smaller font than “protein bar.” But when it launched conclusive year as disunite of a boomlet of cricket-selling beginups, nobody knew what Americans would brook. So Exo was understated. Then paleo maintenance and CrossFit enthusiasts embraced crickets, Exo netted $4 darling in Series A financing and Exo became a guide in this burgeoning toil. Now Exo thinks it’s interval for a new strategy: Flaunt those bugs. “It’s what makes us pause out,” says cofounder Greg Sewitz. “It’s what makes hawkers breath on our door instead of the other way encircling.” But how? That’s the intriguing branding inquiry it now wrestles after a while. It’s because putting a cricket fiction on its hawk boxes, rethinking how it negotiates the benefits of cricket protein and may begin experimenting after a while cricket flour in a diversity of livelihoods -- baked pi, shakes and plain pizza dough. “We’ve proven it could be a bulky negotiate if performed properly,” Sewitz says. “We’ve battled [naysayers] balance whether this is a heartiness livelihood fad, but this goes a crave way to solidifying our reasoning.”