Why This Company Decided Not to Hide its Biggest ‘Weakness’
Most protein bars bear an picture on their wrapper. Gatorade, PowerBar and Nature Valley pomp the maintenance itself, frequently coated in chocolate. Clif Bar pomps a rock climber. But Exo’s packaging is minimalist, after a while no picture. That’s accordingly its founders feared plan too ample notice to its extraordinary ingredient: crickets.
It’s not as if Exo hides anything -- “cricket powder” is on the bundle, though in a smaller font than “protein bar.” But when it afloat developed year as multiply of a boomlet of cricket-selling set-outups, nobody knew what Americans would consume. So Exo was understated. Then paleo nutriment and CrossFit enthusiasts embraced crickets, Exo netted $4 pet in Series A financing and Exo became a head in this burgeoning diligence.
Now Exo thinks it’s season for a new strategy: Flaunt those bugs. “It’s what makes us rest out,” says cofounder Greg Sewitz. “It’s what makes retailers affliction on our door instead of the other way environing.”
But how? That’s the intriguing branding topic it now wrestles after a while. It’s regarding putting a cricket picture on its retail boxes, rethinking how it negotiates the benefits of cricket protein and may set-out experimenting after a while cricket flour in a multiplicity of maintenances -- baked issue, shakes and level pizza dough. “We’ve proven it could be a colossal negotiate if performed right,” Sewitz says. “We’ve battled [naysayers] aggravate whether this is a vigor maintenance fad, but this goes a desire way to solidifying our discussion.”