Selling the Unsellable

Some products sell themselves.

Others… need a bit more help.

Cricket protein sits firmly in the second category.

Because no matter how good the nutritional profile is, no matter how strong the sustainability story is, you’re still asking people to eat insects. And for most supermarket shoppers, that’s not exactly an easy yes.

That was the challenge behind Live Longer Eat Well.

It’s Not About the Insect

Cricket protein is, objectively, impressive.

High in protein. Rich in vitamin B12. Packed with iron, omega 3, calcium, fibre, amino acids, and chitin. Grain free. Dairy free. Paleo. Organic.

And from a sustainability point of view, it’s hard to beat.

Compared to traditional livestock, crickets require a fraction of the feed and water to produce the same amount of protein. Less resource, less waste, more efficiency. On paper, it’s one of the most sustainable protein sources available.

But here’s the thing.

People don’t buy “on paper”.

They buy based on how something makes them feel.

Reframing the Conversation

Hi Ho’s role wasn’t to convince people to eat insects.

It was to change what the product represented.

Instead of leading with “cricket protein”, the brand shifted the focus to outcomes. Longevity. Health. Sustainability. Everyday usability.

That’s where the name came from.

Live Longer Eat Well.

Simple. Positive. Aspirational.

It says everything without saying the one thing that might put people off.

A Brand Built Around Benefit

From there, everything followed the same thinking.

The protein powder? Not “cricket powder”.

Cricket Flour.

A small change, but an important one. Familiar. Usable. Something you’d add to baking, not something you’d hesitate over.

Because language matters.

Especially when you’re introducing something new.

Packaging That Actually Walks the Talk

Then came the packaging.

If you’re building a brand around sustainability, you don’t get to cut corners here.

The Live Longer Protein Bar needed to reflect everything the brand stood for. Natural ingredients. Clean nutrition. Environmental responsibility.

So it did.

A fully compostable wrapper, made from sustainably produced wood pulp and GM-free corn sources. Three layers designed to lock in freshness, taste, and shelf life, while still breaking down naturally.

In fact, it’s good enough to throw straight into a worm farm.

Which is not something most snack bars can say.

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Making Sustainability Tangible

The product story didn’t stop at the wrapper.

Everything about Live Longer needed to reinforce the bigger picture.

A protein bar built from six wholefood ingredients. Cold pressed. Organic. Grain free. Powered by a protein source that uses a fraction of the planet’s resources compared to traditional livestock.

And a flour that can be added to everyday recipes, making sustainable choices part of normal life, not a radical shift.

Because the easier it is to use, the more likely people are to adopt it.

From Niche to Shelf-Ready

Launching into supermarkets means competing for attention.

And attention is usually won in seconds.

Hi Ho designed the brand and packaging to stand out for the right reasons. Clean, confident, and benefit-led. Something that feels modern, not experimental. Approachable, not confronting.

Because if the product feels too far outside the norm, people won’t even pick it up.

And if they don’t pick it up, the story never gets told.

Changing Perception, One Step at a Time

Live Longer Eat Well was never just about introducing a new product.

It was about shifting perception.

Taking something unfamiliar and making it feel normal. Turning sustainability into something practical. And building a brand that focuses on what people gain, not what they might question.

Because sometimes the biggest barrier isn’t the product.

It’s how you choose to present it.

And when that’s done right…

Even cricket protein starts to make sense.