Branding
The product that we will be working with is fried cricket snack called Chapu. This is based on the Mexican chapulines, or fried crickets, that are found in many areas of Mexico, including Mexico City, Oaxaca, Puebla and other south-central regions. Furthermore, Southeast Asians like Vietnamese and Thai are quite well-known for their eating of friend crickets, locusts and these types of things. There is an unserved market in the United States in a couple of ways -- first because these ethnic communities have been ignored with these products, but more important because there is a broader community that has never seen these products.
Crickets are easy to raise, and a highly efficient source of protein. When they are fried, they become crunchy, and take well to seasoning. In that way they are quite similar to other friend snacks that are usually made from starches. That they are rich in protein and fat makes them somewhere in between a fried starchy snack and chicharron. Chapulines are eaten either as a snack or as a filling of a starch like in a taco or arepa, depending on the culture. The Chapu brand will be available more as a snack, but there is room to extend it into a packaged taco filling -- but that format is less familiar to American audiences, and even Mexican-Americans might not be sold on that. Crickets have also been enjoying some renown amongst food nerds, and are trending in LA, where the local Mexican-American community has introduced them to Western audiences (Cabral, 2013).
The crickets will be farm raised, and sourced from traditional Mexican-American sources. The company is looking into vertical integration to ensure supply, but this is not a course on supply chain. There will be two package sizes, a small format size maybe 2-4oz and a larger format size 10-12 oz -- chapulines are fairly light. They will come in three flavors to start -- sea salt, chipotle adobo and jalapeno-lime.
Target Market
There are two good target markets...
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