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Behind the Scenes - How We Reimagined Our Cricket Communication and Remade Our Website

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Behind the Scenes - How We Reimagined Our Cricket Communication and Remade Our Website

“Well, nobody wants to TRY INSECT FLOUR,” he said calmly and at that moment I realized he was right. We had just started to sell in supermarkets and this split-second communication of our whole mission was very new and very hard for us. That’s why, at the end of last year, we decided to completely reimagine how we talk about crickets. How did it turn out?

The goal: a new floorstand that speaks clearly

Floorstands in supermarkets are like the Champions League in football. You have to perform really well because the opportunity to even play is precious. You can’t mess this up! And we did. Our floorstand just wasn’t right. It was so small that people had to crouch down to pick up the bars and the biggest headline was the SENS logo. Which doesn’t work because most people in those supermarkets didn’t know who we were, yet!

We knew we wanted a new floor stand but to do it right we had to rethink everything from the ground up. How do we want present crickets? What will be the main benefit?

Maximal nutrition, minimal harm

We thought back to our roots and reminded ourselves why we set out on this whole venture. We wanted to offer maximally nutritious foods with minimal harm to the environment. A rational approach. We were used to going beyond what is considered normal since the beginning. Crickets? A crazy idea, a provocation even for some people. For us they are fulfilling our company mantra with a bit of punk. Maximal good, minimal bad.

Cricket protein and a new website

Insects, bugs, crickets, locusts or cricket protein? We see it clearly now. Protein is the main motivator, that’s what humans need in their diet! We decided to put a symbol of a cricket on all of our packaging and every product now proudly says – CRICKET PROTEIN. Such a dramatic change needs a new website, of course. Here at we want to make you feel like you’re part of our team. You will learn more about our cricket farm, peek behind the scenes, and see more of what we do and struggle with. Maximal disclosure, minimal nonsens.

Take a look around our new website!



103 reviews
Suprised by taste

I have bought a starter pack and haven't tested all the products yet.
But protein bar and "milk" shake are excellent. And my friends are also interested in and so it's handy to have discount coupons for them.

Perfect ingredients, natural taste

I love the ingredients of this bar, nothing artificial, nothing that makes me bloated. I like that it is not too sweet, but has a natural, earthy flavour. Makes me full for hours.

Great powedered protein!

This very comparable to the mainstream whey powders from a nutritional content perspective - at 20/25 protein per scoop and ~120/30 kkcal. The taste is super nice! Blended in ~250/300 ml of water its surprisingly thick and smooth, which i like very much. The only minus I can think of is that it takes a bit more "shaking" to blend fully and ensure there are no hard pieces - not a big deal.

Delicious Proteins

I had the starter pack. I have to say, I really enjoyed it.
But lets go through it piece by piece.
Crackers: The crackers of all flavours were very good and crunchy. Only I found them a little bit too salty.
Protein bars (pleasure cricket): They were just perfect, I loved them.
Protein bars (serious): They were very good as well, but could be a little bit sweeter (but than they might not be serious anymore^^)
The protein powder tasted very good. I think it was sweeter than my usually used one(Huel), and did't feel to feed me as good, but still very nice.
The pasta were quite similar to other lentilles pasta, not very special.
I haven't tried the baking powder so far, but looking forward to use it for pancakes or so.


Product hasn't arrived yet but hopefully soon.