Where Is Chirps From Shark Tank Today?

While some people are open to eating a wide variety of foods, others might prefer to stay in a particular lane. As Shark Tank Recap reports, Chirps appeared on "Shark Tank" Season 8, Episode 14 with a tagline that made a few people a little squeamish. The idea of "eat more bugs" might sound like a food dare, but that concept has swarmed its way into a successful business.

When one of the Chirps co-founders, Rose Wang, introduced herself to the sharks, her shirt said "eat what bugs you." While that statement is a little tongue in cheek, the sales from her snack food company, Chirps, a tortilla chip made with cricket flour, was not a joke. Her initial ask was for $100,000 in exchange for 7% equity, per Gazette Review. Whether or not cricket flour is a gateway bug to a bigger conversation can be debated, but the sharks had an interest in this protein-forward snack concept. 

Showing successful sales and growth potential, Chirps caught Mark Cuban's attention. As seen on the CNBC YouTube video, Cuban had previously invested in other protein-forward, healthy snack-slanted brands and he saw a potential cross-over. Cuban offered $100,000 for 20% equity, but Chirps countered with 15% equity and a deal was made. For these partners, it appears that crickets will bring good fortune one chip at a time.

Although some cultures reap food from a variety of sources, others are more squeamish about alternative protein sources, like insects. Chirps has found a way to swat away the naysayers and built a successful brand one chip at a time.

The success of Chirps was built on two premises. First, crickets are a viable protein source. According to the snack food brand, crickets contain protein, prebiotics, fiber, vitamins, and minerals. Second, the insects offer a sustainable protein source. While there are various statistics about water, gas, and other pollution issues, crickets require fewer resources. Those two factors combined with a mild, earthy flavor make the cricket flour a viable ingredient in a tortilla chip. 

Regardless of the Chirps being a resourceful, responsible, snack option, people have to buy the product and earn a coveted spot on the snack shelf. In 2019, the brand won first place in the first inaugural SNAC International challenge. While that industry award came with a monetary prize, it proved that there is a market for alternative protein sources both in and beyond the snack aisle. According to the brand's snack finder page, there are a variety of locations across the U.S. that carry its tortilla chips and cricket-based protein powder.

While Chirps earned funding from Mark Cuban on "Shark Tank," the food brand seems to have expanded beyond the snack aisle. Looking at its website, the brand offers cricket powder and whole roasted crickets. Although this concept might have some people feeling queasy, the idea of eating insects can be traced back centuries. As National Geographic discussed, many cultures did, and still do, eat a variety of bugs. Whether using a nutrient-dense food or part of cultural importance, that food is as much a choice as it is a necessity.

According to a World Economic Forum post, some brands are reimagining popular dishes by incorporating insects as part of the recipe. From mealworm meatballs to bug burgers, the idea may take hold. Whether the reasoning is an adjustment to be more eco-friendly or the farming costs are more economically viable, insects might lose their taboo connotation. As Rose Wang, one of Chirps' founders, told Eat This Not That!, it can be hard to push change, but there is a group of consumers looking for sustainable, better food. If a cricket flour cookie, protein shake, or chip is that gateway to a bigger food conversation, Chirps might have sounded off a food revolution one bag at a time.