"Ento" Brand Normalizes Eating Insects

While Next Nature is hard at work normalizing the idea of eating lab-grown meat, a group of British design students are working to bring insect-eating into the mainstream. Though worm and insect protein is vastly more efficient and eco-friendly than vertebrate protein, most Westerners dismiss it as unclean and unappetizing. In their video, the group maps out an eight-year plan to bring bugs from a gourmet curiosity to a familiar brand – one that customers might even prefer over pork or chicken. The amount of research the group put into making palatable, marketable bug food is remarkable: from molecular-level ingredient paring to designing a network of urban insect farms, it seems they've left no log unturned in the quest for gastro-grubs. For a detailed break-down of the project, visit here.

Thanks to Stephen Perry for the heads-up.