Lewis: Novel foods mainstream when hidden in familiar formats like California rolls
Gabi Lewis · Magic Spoon & Exo: Gabi Lewis and Greg Sewitz · Feb 12, 2024 · at 16:55
Gabi Lewis, co-founder of cricket protein company Exo and Magic Spoon cereal, explains the strategic framework used to convince American consumers to eat insect protein.
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“There's a long history of foods that at one point were viewed as bizarre in the U S you could look at sushi, for example, which 50 years ago, eating raw fish was a little bit strange to most Americans, and the way it became popularized was that a chef in LA created the California roll, and sort of hid that raw fish inside the rice and seaweed, reimagined it for a more Western palate, and then served it, you know, to celebrities in Hollywood, and so we saw parallels with using our protein bar as the sort of California roll to introduce Americans this idea of eating bugs.”
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