Edible insect producer Eat Grub has secured its first UK supermarket listing, marking a shift in perceptions around this sustainable protein source and a move towards becoming more mainstream in the eyes of UK shoppers.
Sainsbury’s will be exclusively launching Eat Grub’s Smoky BBQ Crunchy Roasted Crickets (12g) which will hit the shelves of 250 convenience stores across the UK on 18th November, retailing at £1.50. Crunchy in texture with a rich smoky BBQ flavour, they can be eaten alone as a tasty snack and pair well with beer and wine too.
Eat Grub was launched in 2014 by co-founders Shami Radia and Neil Whippey with the aim to revolutionise Western food culture by introducing insects as a staple part of it. After successfully collaborating with rising culinary star Sebby Holmes to open an insect-themed pop-up restaurant in East London, the duo started developing a wider range of products and launched their online store.
Environmentally friendly and packed with nutrients, insects are the superfood of the future, claims Eat Grub. Co-founder Shami Radia commented: “Currently Insects are eaten worldwide by around two billion people with countries such as Thailand, Mexico and China already recognising them as a delicious food source. We’re on a mission to show the West that as well as having very strong sustainability and environmental credentials, they are also seriously tasty and shouldn’t be overlooked as a great snack or recipe ingredient. Securing this new listing with Sainsbury’s is a really meaningful step in continuing this journey and reaching more consumers with our message.”
According to Radia, there are many reasons why consumers should embrace insects as a food source: “Insects can produce the same amount of protein for a fraction of the land, water and feed used to rear traditional livestock. What’s more, insects are estimated to release 80% less methane than cows.”
Rachel Eyre, Head of Future Brands at Sainsbury’s, comments: “Insect snacks should no longer be seen as a gimmick or something for a dare, and it’s clear that consumers are increasingly keen to explore this new sustainable protein source. We’re always looking to provide our customers with new and exciting products, and with the growing interest in edible insects we’re excited to be the first UK supermarket to make these products easily accessible for shoppers across the country.”
In addition to the Crunchy Roasted Crickets range, Eat Grub offers a selection of other innovative insect-based products including energy bars, cooking ingredients and has its own insect cook book featuring more than 55 exciting recipes using a variety of insects, from grasshoppers to mealworms.