Eat Grub
Eat Grub is a UK-based edible insect food brand founded in 2013 that sources, processes, and sells whole insects, cricket protein powder, and roasted insect snacks via direct-to-consumer e-commerce at eatgrub.co.uk, serving UK consumers across athlete, foodie, and sustainability segments.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Eat Grub does
Eat Grub is a UK-based sustainable food brand founded in 2013 by co-founders Shami Radia and Neil Whippey, operating from London with a small team of 1-10 employees. The company sources, processes, and sells edible insect products targeting Western consumers unfamiliar with entomophagy. Its core product portfolio includes whole dried insects (crickets/Acheta Domesticus, mealworms/Tenebrio Molitor, buffalo worms/Alphitobius Diaperinus, grasshoppers/Locusta Migratoria), cricket protein powder (flour), seasoned roasted cricket snacks, cricket protein bars, and cricket jerky, sold primarily direct-to-consumer via eatgrub.co.uk at unit prices ranging from £4.99 to £173.50. Post-Brexit, the company restricts shipping to the UK and redirects European customers to sister brand Sens (eatsens.com), with Sens products (cricket jerky, protein blends, pasta, chips) also distributed through Eat Grub's storefront.
The company's core technology is insect processing and recipe development rather than novel manufacturing: crickets are frozen, dried/roasted, and ground into powder, with cold-pressing techniques used to preserve nutrients. Culinary credibility is anchored by chef Sebby Holmes (formerly Head Chef of Smoking Goat, chef at Farang), whose recipe library is captured in 'The Ultimate Insect Cookbook' (Frances Lincoln Publishers, 2016, 55+ recipes) and in 35+ recipes on the company's website. Marketing is content-led (blog, recipes, ambassador program), supported by UK media coverage (The Economist, Guardian, Telegraph, The Independent, Vice, Time Out).
Revenue is generated almost entirely through one-time DTC product sales, supplemented by cookbook sales and limited B2B/wholesale channels (wholesale inquiries handled directly in the UK and via Sens in Europe). The go-to-market combines own-storefront e-commerce (£75 free-delivery threshold, same-day dispatch), experiential pop-ups (San Daniele London, London Food Tech Week Insect Bar, Cambridge Downing May Ball), a time-boxed Deliveroo delivery partnership (November 2017), and an ambassador/community program targeting athletes, foodies, and sustainability-conscious consumers. Customer segments are horizontal and individual-consumer-led rather than enterprise-anchored. Funding has been modest: a 2015 Kickstarter for the Eat Grub Bar and a November 2016 QVentures investment of $312,317, with no disclosed follow-on institutional capital and no M&A activity.
Eat Grub firmographics
Firmographics- Name
- Eat Grub
- Legal name
- Eat Grub
- Website
- https://eatgrub.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Eat Grub is a UK-based edible insect food brand founded in 2013 that sources, processes, and sells whole insects, cricket protein powder, and roasted insect snacks via direct-to-consumer e-commerce at eatgrub.co.uk, serving UK consumers across athlete, foodie, and sustainability segments.
- Ownership category
- akta.pro rank
Eat Grub industry classification
Industry- Product category
- Edible Insect Food Products
- NAICS
- Other Snack Food Manufacturing (311919)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Insect-Based Protein Foods Manufacturing (AFAKAGAJ)
- akta.pro secondary industry
- Insect Protein Ingredients (Cricket, Black Soldier Fly, Mealworm) (AFAJAHAG)
Keywords
Where Eat Grub is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Eat Grub business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct Product Sales: E-commerce sales of edible insects, cricket protein powder, roasted cricket snacks, and bundles through eatgrub.co.uk. Products include whole insects (crickets, mealworms, buffalo worms, grasshoppers), flavored roasted snacks, and bulk ingredients.
- Cricket Protein Products: Sales of cricket protein powder, cricket flour, and value-added products like cricket protein bars and cricket jerky through the online store.
- Cookbook Publication: The Ultimate Insect Cookbook published via Frances Lincoln Publishers in 2016, featuring over 55 recipes from chef Sebby Holmes.
- Wholesale: Wholesale inquiries handled through Sens ([email protected]) for European customers. UK wholesale inquiries handled directly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | ALL IN(sect) Pack - Complete starter bundle |
| Unit Pricing | Pay-as-you-go | Edible Insects Foodie Pack |
| Unit Pricing | Pay-as-you-go | Roasted Crickets Set - Smokin' Hot |
| Unit Pricing | Pay-as-you-go | Individual Insect Ingredients |
| Unit Pricing | Pay-as-you-go | Sens Cricket Protein Products |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Eat Grub product offering
Product offeringCore offering
Eat Grub sources and sells edible insects including whole crickets (Acheta Domesticus), mealworms (Tenebrio Molitor), buffalo worms (Alphitobius Diaperinus), and grasshoppers (Locusta Migratoria), as well as value-added insect products such as cricket protein powder, flavored roasted cricket snacks, bundles, and partner cricket protein bars and jerky via its UK e-commerce store eatgrub.co.uk. The company also develops insect recipes, hosts pop-up food events, and publishes insect-based culinary content including The Ultimate Insect Cookbook.
Product overview
Eat Grub is a UK-based sustainable food brand offering edible insects and insect-based products. Their core product portfolio includes raw edible insects (crickets, mealworms, buffalo worms, grasshoppers), seasoned ready-to-eat cricket snacks in multiple flavors, cricket protein powder for smoothies and baking, and curated bundles for beginners and food enthusiasts. They also partner with Sens to offer extended cricket protein products including protein blends, jerky, and chips. Additionally, they published 'The Ultimate Insect Cookbook' featuring recipes using their ingredients. The company operates as an e-commerce platform shipping throughout the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- Cricket Protein Powder (Cricket Flour)
Quantifiable outcome
- Crickets contain over 70% protein and all nine essential amino acids
- +3 more outcomes
Companies that use Eat Grub
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Eat Grub technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Eat Grub partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered notable, core and minor.
- DeliveroonotableNovember 2017 partnership to provide the first edible insect food delivery service in the UK via Deliveroo. For one week, customers could have insect-based dishes delivered to their homes, marking a significant milestone in making edible insects accessible to mainstream UK consumers.
- Sens (Eatsens)coreEuropean distribution partnership. Due to Brexit preventing UK shipping outside the UK, European customers are redirected to eatsens.com for cricket products. Wholesale inquiries for Europe handled by Sens at [email protected].
- Frances Lincoln PublishersnotablePublisher partnership to release 'The Ultimate Insect Cookbook' featuring over 55 recipes from chef Sebby Holmes. The cookbook teaches readers how to use insect flours for healthy, gluten-free, and protein-rich dishes.
- UNFAOnotableThe United Nations Food and Agriculture Organization is referenced as advocates for human consumption of edible insects. Eat Grub aligns with UNFAO messaging about insects as sustainable food sources.
- Edible Insect NetworkminorCommunity network sharing insect recipes and culinary techniques. Eat Grub features recipes from network members like The Edible Insect Network on their blog.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Eat Grub competitors and assessment
Company assessmentDirect peers
- Sens (Eatsens): European sister brand referenced directly in Eat Grub's wholesale and shipping policy; sells cricket protein blends, jerky, bars, pasta, and chips to consumers, overlapping almost entirely on product categories.
- Jimini's: French edible insect brand selling whole insects, seasoned snacks, and insect-based ingredients across European retail and DTC, closely comparable in product format and target market to Eat Grub.
- Bugsolutely: Cricket pasta and cricket-based snack brand targeting Western consumers with cricket-flour-based products, comparable to Eat Grub's value-added insect protein SKUs (bars, blends, pasta).
- Exo Inc. US-based cricket protein bar company selling ready-to-eat cricket protein bars in flavors analogous to Eat Grub's Eat Grub Bar; comparable product format, target persona (athletes, adventurous eaters), and DTC GTM.
- Hopper Foods: UK-based edible insect brand selling whole insects, cricket powder, and bars, directly comparable to Eat Grub on geography, product range, and DTC-plus-wholesale distribution model.
- Crickstart: UK insect snack brand offering roasted crickets and related snack SKUs to UK consumers, overlapping Eat Grub on geography, product format, and target customer segment.
- Chirps Chips: US cricket-based snack brand making cricket-flour chips; comparable to Eat Grub's roasted snack and cricket-flour value-added product lines targeting adventurous snack consumers.
Broad incumbents
- Ÿnsect: France-based large-scale insect protein producer (mealworm) operating across pet food, aquaculture, and human nutrition; significantly larger and better-capitalized than Eat Grub but in the same insect-protein value chain.
- Aspire Food Group: North American cricket farming and consumer-product company producing roasted snacks and cricket protein; overlaps with Eat Grub on consumer products but operates its own farms, giving it a different cost structure and scale.
- Entomo Farms: Canadian cricket farming and processing company supplying whole roasted crickets and cricket powder to consumer brands globally; an upstream supplier/peer to Eat Grub in the insect-food category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Eat Grub social profiles
Digital presenceEat Grub financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eat Grub leadership team
Management profileNumber of profiles
Profiles3 records
Eat Grub funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eat Grub M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eat Grub
What does Eat Grub do?
Eat Grub sources and sells edible insects including whole crickets (Acheta Domesticus), mealworms (Tenebrio Molitor), buffalo worms (Alphitobius Diaperinus), and grasshoppers (Locusta Migratoria), as well as value-added insect products such as cricket protein powder, flavored roasted cricket snacks, bundles, and partner cricket protein bars and jerky via its UK e-commerce store eatgrub.co.uk. The company also develops insect recipes, hosts pop-up food events, and publishes insect-based culinary content including The Ultimate Insect Cookbook.
Is Eat Grub a public or private company?
Eat Grub is a private company. It is classified as venture growth investor backed and is currently operating.
When was Eat Grub founded?
Eat Grub was founded in 2013. It employs 1 to 10 people.
Where is Eat Grub based?
Eat Grub is headquartered in London, United Kingdom, in the Europe region.
How does Eat Grub make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are cricket Protein Products, cookbook Publication and wholesale.
Who are Eat Grub's main competitors?
Direct peers on record are Sens (Eatsens), Jimini's, Bugsolutely, Exo Inc., Hopper Foods, Crickstart and Chirps Chips. Broad incumbents are Ÿnsect, Aspire Food Group and Entomo Farms.
Does Eat Grub have an API?
No public API is recorded for Eat Grub.
What industry is Eat Grub in?
Eat Grub's product category is Edible Insect Food Products. Its primary akta.pro industry code is AFAKAGAJ, Insect-Based Protein Foods Manufacturing, with a secondary code of AFAJAHAG, Insect Protein Ingredients (Cricket, Black Soldier Fly, Mealworm). Its NAICS code is 311919 and its SIC code is 2090.