Subscribe to Entrepreneur for $5
Subscribe

Why This Company Decided Not to Hide its Biggest 'Weakness'

By
This story appears in the July 2016 issue of Entrepreneur. Subscribe »

Most protein bars have an image on their wrapper. Gatorade, PowerBar and Nature Valley show the itself, often coated in chocolate. Clif Bar shows a rock climber. But Exo's packaging is minimalist, with no image. That's because its founders feared drawing too much attention to its special ingredient: crickets.

Exo

It's not as if Exo hides anything -- " powder" is on the package, though in a smaller font than "protein bar." But when it launched last year as part of a boomlet of cricket-selling startups, nobody knew what Americans would swallow. So Exo was understated. Then paleo diet and CrossFit enthusiasts embraced crickets, Exo netted $4 million in Series A financing and Exo became a leader in this burgeoning industry.

Continue reading this article - and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.

Entrepreneur Editors' Picks