The Eat Grub Smoky BBQ Crunchy Roasted Crickets have been exclusively launched by the brand at Sainsbury's convenience stores in the UK to offer consumers a mainstream way to access edible insects.
The product is positioned as a flavorful, eco-friendly superfood snack that is dense in nutrients and perfect for consumers to enjoy with a drink or as a pick-me-up in the afternoon. The launch of the snack at 250 Sainsbury's locations across the UK makes it the first product of its kind being made available in the mainstream, which marks a shift towards acceptance and popularity with consumers.
Speaking on the launch of Eat Grub Smoky BBQ Crunchy Roasted Crickets, Head of Future Brands at Sainsbury's, Rachel Eyre, said, "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."