The main problem with eating insects is not the taste but the disgust that comes from the shape and texture.
So how can Eat Grub normalise eating insects and make people crave them?
Reconstructing the notion of eating bugs
To normalise eating bugs and get people’s attention by disrupting the norm, we will be making chocolates in eerily realistic shapes of bugs.
Introducing a new product line of insect shaped chocolates that contain insect flour.
The chocolates will bug people with their sight, but attract them with the texture and familiarity of chocolate.
As the texture and the taste is like the chocolate they know and love, they will be more inclined to accept this as a regular everyday snack.
Bug shaped chocolate exists but they don’t contain insects; such products doesn’t add insect based food into people’s everyday lives. They are nonetheless helpful to this product line, as they make it easier for people to accept delicacies in bug form.
Chocolate coated bugs exist; however, they do not deal with the problem with the stigma. It might cover the look of it, but since it does not change the texture of the bug, it does not stand as a solution for the bug stigma.