The National Alternative Protein Innovation Centre (NAPIC) will look into subtle methods of promoting “meat alternatives”. NAPIC, which has received £23 million ($30.2 million) in funding from multinationals and other businesses looking to enter the insect protein industry, will focus on understanding consumer behaviour and attitudes towards alternative proteins, including insect-based products, plant-based meats and lab-grown proteins.
UKRI Biotechnology Research Council deputy executive chairman Guy Poppy suggested that understanding cultural and psychological barriers would help them “develop strategies” to “normalise insect proteins and make them more acceptable to a wider audience”.
Possible nudge strategies include changing the labelling and marketing of insect-based products, including them in familiar dishes or placing them alongside popular products on store shelves. The centre could also experiment with offering smaller portions in supermarkets, using attractive packaging or promoting the environmental benefits of these alternative proteins.
NAPIC will focus on the benefits of alternative proteins to overcome concerns about taste, texture and price. For example, cricket protein could be introduced as an ingredient in familiar products such as reduced fat and sugar cookies.
Hardly people know why this is done. The vast majority do not know why we should eat insects, and a small number know that they are dealing with psychopaths, Bill Gates and others.
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