Home Smart 100 2012 Insect Lovers Edible Insect Pack (SMART 100)

Insect Lovers Edible Insect Pack (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Insect Lovers Edible Insect Pack (NSW)

This innovation initially came to life when…

I was looking for an unusual promotional item to sell at a pet and animal expo. While watching Man vs. Wild I suddenly had some inspiration: what if I could make eating bugs not as gross! So I took something really unfamiliar (the bugs) and put them in products that people love to eat. The products were so popular we decided to make them part of our regular range.


The purpose of this innovation is to…

Make eating bugs a bit less creepy for everyone.

It does this by…

Taking the creepy little critters and making them into products that people love to eat! The insect lovers pack contains 3 x creepy creature candies (sugar-free lollipops with real insects inside), 2 x twin packs of choc-chip mealworms cookies (delicious cookies with ground-up bugs inside) and one petri dish pack of choc-coated critters.


This innovation improves on what came before because…

Eating insects has always been something that most people think is very strange and a little bit freaky, but by combining familiar products with our special ingredients we have changed many people’s opinion. Some people may choose to bug out but most are brave enough to eat a bug and they love it!

Its various benefits to the customer/end-user include…

Bugs are low in fat and high in protein and contain various vitamins and minerals which makes eating bugs good for you. Eating bugs is environmentally friendly too! Farming them uses much less of our precious natural resources.


In the past, this problem was solved by…

Trying to educate people on the benefits of eating bugs and how amazing they are as a food source. Education can only go so far and customers like to have something tangible that they can actually try to form their own opinions. Our insect lovers pack certainly does that.

Its predecessors/competitors include…

This is a completely new product and so has no competitors. Our unique products comply with Australian food standards and have been developed by a food scientist.


It is made for…

Our target market for this product is in the younger age group demographic but is not limited to them. We have customers that purchase our packs for corporate events, birthday parties, promotional items as well as gift shops, lolly shops and pet shops. Our insect lovers pack was one of the hottest new food products at this years Easter show.


It is available for sale through…

Our websites as well as retail stores throughout Australia. Types of retail stores include gift shops, lolly shops and even pet shops. This makes this product available to a larger audience.

Our marketing strategy is to…

Create awareness of our products through our website and online advertising, with use of social media as well. We also do direct marketing to retail shops by contacting the stores directly to see if they would like to stock our product. We provide them with point of sale material including display stands and information posters.



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