Either you've seen it or either you've heard about it: KRIKET has undergone some serious changes on all kinds of levels! As a young company in its growth spurt, we wanted to stay ahead of common growing pains. Read on to find out about our approach.
Upgrading our product portfolio
First and foremost, we had a long, hard look at our offering. We wanted to make sure you can count on KRIKET for every part of the day. That's why, a year ago, we've asked you what you wanted. You came with the answers and BOOM, we responded. We expanded our product portfolio with:
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Three flavours of delicious granola: The Original, Chocolate Chirp and Double Date. Luckily for you, these are all Nutri-Score A or B.
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Three flavours of whole and crunchy crickets: Punchy Paprika, Glorious Garlic and Tempting Taco.
Other than that, we've listened to your feedback and improved the recipes for two of our bars:
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Cocoa Chirp became Chocolate Chirp: As you can already guess by the change of name, cocoa powder was swapped with real and heavenly delicious chocolate, and we added even more irresistible pistachio nuts, while maintaining Nutri-Score B.
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Protein Boost became Double Date: We went all-in with more crunchy pecan nuts, soft dates and a pinch of salt, while lowering the amount of agave syrup to reach Nutri-Score B.
Redesigning our brand vibe
During the process, we realised we wanted to speak to a broader audience with our new products in mind, while fully maintaining our brand values.
That's why we've joined forces with Van Berlo, an agency specialised in sustainable product design. We took a deep-dive into all different packaging options ranging from coated paper to metal cans. The conclusion? Plastic is the most sustainable solution for our product range! Trust us, we didn't expect that either, but as pragmatism and transparency are part of our core values, we decided to be loud and proud about it, and of course, strive for continuous improvement as new packaging solutions are to be developed. But for now, we use the thinnest and lightest mono-plastic available, which is also fully recyclable.
From a design perspective, we took into account your feedback from the past two years. Enter fresh colours, fun illustrations and bold copy for all of our packagings and brand new website! With a fresh, razor-sharp design, we want you to discover new micro-pleasures every time you have a look at our brand on -and offline.
Talk KRIKET to me
We took a step back from our brand rationale and DNA. We realised that at KRIKET, we like to do things differently. Mainstreaming crickets might be unconventional, but heck, it's definitely delicious. Our brand pillars?
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Count on KRIKET for every occasion. Jumpstart your day with a healthy breakfast, or have your granola during lunchtime. Get through the afternoon with our bars and offer your guests some crunchy crickets during apéro. Make the most out of every minute, while picking the smart and tasty option - now that's a no brainer!
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A footprint smaller than crickets. Crickets offer extraordinary nutritional values, yet a much smaller footprint than other protein sources. This is our answer to a planet in need of a sustainable food system.
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From waste to taste. We don't cut corners when it comes to how we approach sustainability and take the lead in supporting a circular economy.
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Cha(lle)nging perceptions - we're all for it! Change starts with the right intentions. We're here to start the conversation and get you craving for these beneficial little buggers. Can one clap of a cricket's wing start a whirlwind of change? We think so.
Our kind of different is the goood kind of different.
