“A renaissance around food”: hi! taps into burgeoning insect protein arena

13 Aug 2020 --- Utilitarianism when purchasing food is being replaced by thoughtfulness and awareness of choices, which has led to an explosion of alternative proteins. That is according to Josh Campbell, CEO and Co-Founder of Human Improvement, known simply as hi!. The company is launching its functional health brand using a protein powder formulation with an all-organic base of pumpkin, brown rice and pea proteins – all supercharged with cricket powder. 

“We are seeing a renaissance around food. Consumers consider the sustainability, health impact and nutrient value of their food when making a purchasing decision. These trends have only accelerated due to COVID-19 and have caused consumers to second guess their consumption of traditional animal proteins from a health perspective, as well as in terms of the safety and stability of the supply chain,” Campbell tells FoodIngredientsFirst. 

Insects boom
According to the International Platform of Insects for Food and Feed (IPIFF), the incorporation of edible insects into our dietary habits brings high-quality proteins, but also diverse nutrients that are beneficial for human metabolism and overall health. In fact, insects are more than proteins – they contain minerals, vitamins, fibers, but also healthy fatty acids, such as omega 6 and omega 3. 

In addition, insect products are also selectively promoting the growth of beneficial bacteria species in the gut microbiota. The potential to include insects in food products we consume on a daily basis – such as bread or bakery products, meat analogs or snacks – is remarkable, according to IPIFF. In addition, there is increasing scientific evidence on the successful incorporation of insect-based ingredients into diverse food products, confirming the versatility of such ingredients. 

“With respect to the health benefits of edible insects, good practices across the globe include insects in school feeding programs or their use in maternal diets. In Europe specifically, there is growing interest with respect to the use of insects in personalized nutrition and sports nutrition, among others,” Joash Mathew, Scientific and Regulatory Affairs Manager at IPIFF tells FoodIngredientsFirst. 

The company’s latest launch is a protein powder formulation composed of an all-organic base of pumpkin, brown rice, and pea proteins – all supercharged with cricket powder. Insects are already beginning to play a major role in this space, according to Campbell. “While plant proteins are a step in the right direction, plants only miss key minerals and nutrients like vitamin B12, iron and amino acids – all critical for health. In addition, many of the highly touted plant-based meat alternatives are highly processed and not particularly healthy. They also require vast amounts of capital to fund R&D. In contrast, insects are natural superfoods that are incredibly nutrient-dense and require zero R&D,” he explains. 

Nutritionally, crickets are reliable and come from trustworthy supply chains. These were the two key reasons for using cricket powder in the company’s latest launch. “Crickets are high in protein, have a full amino acid profile, are high in fiber, B12, iron and various other minerals plus they contain chitin – a powerful alternative to collagen. We also needed to ensure we could find a sustainable, high quality, organic cultivation partner in North America,” he details. 

Further commenting on how hi!’s ingredients support today’s consumers’ demands, Campbell notes the trends that the company is tapping into. “These ingredients are sustainably sourced, clean, organic, functional, and nutrient-dense, and they also provide fiber and probiotics that support gut health,” he notes. 

Speaking specifically about using crickets as an ingredient, Campbell muses: “Why not crickets? They are an all-natural, nutrient-packed superfood. While there is a stigma we’ve overcome with cricket, there is a far larger one with flies or mealworms.”

Earlier this year, hi! acquired a company that was already active in the insect in space called Crik Nutrition. “We cleaned up the formula [removing gums and fillers] and transitioned the packaging to one of the most sustainable in the industry. We wrapped it in a stunning visual identity that doesn’t push a heavy ingredient story to the consumer. We’re transitioning from a hobbyist novelty to a mainstream staple,” Campbell comments. 

“We are looking to fill the void between meals,” he adds, noting that more products are in the pipeline for the future. 

Protein powder is just the start
Sustainably, insects are a good option for consumers, notes Campbell. “They produce 99 percent fewer greenhouse gasses than cattle and use 95 percent less water than livestock. It only takes 1.7 lb of food to grow 1 lb of crickets compared to cattle, which takes about 25 lbs of feed to produce 1 lb of beef. Crickets also release 80 times less methane into the atmosphere than cows,” he elaborates. 

“We’re really just scratching the surface of what these ingredients can offer,” he affirms. One area hi! is excited about is a sustainable and ethical alternative to collagen. “Non-mammals [like crustaceans and mollusks and crickets] use chitin – a polysaccharide – that strengthens their shells. It’s high in fiber and has shown to have similar benefits as collagen.” 

He continues that one of the challenges with a nascent entrant looking to disrupt a monolithic category like protein is research and funding. “Dairy and plants are way ahead of alternative whole food sources like cricket. So we’re eager to see more investment in this area.”

Food trends evolve 
Meanwhile, Derek McCarty, Co-Founder of hi!, notes that in many parts of the world, the consumption of insects is already widespread. “Outside the US and in select regions of the US – 80 percent of the world already eat insects and over two billion people regularly consume insects.”

“Food trends are constantly changing – lobster used to be food unfit for consumption and was used only to feed prisoners until relatively recently. Another example is sushi, which was not popular in the US.”

The recent boom in plant milks is also notable, he says. “How a product or ingredient is presented has a significant impact on consumer adoption,” McCarty notes. “The vast majority of products using crickets are treating it as a novelty. We’re not focused on crickets, we’re focused on nutrition. And ounce for ounce there’s not a better nutrient source out there. In the end, function and flavor will drive adoption, not novelty,” he concludes. 

By Elizabeth Green