When it comes to sustainable eating, few companies have made as bold a statement as Chirps. Founded by Laura D’Asaro, Rose Wang, and Meryl Natow, Chirps introduced the world to cricket-based chips—a nutritious, eco-friendly alternative to traditional snacks. Their journey from concept to success is a fascinating tale of innovation, perseverance, and strategic growth. Let me take you on this incredible journey of Chirps, from their memorable pitch on Shark Tank to their current standing as a thriving business.
The Beginning of Chirps
Chirps was born out of a mission to address two pressing global concerns: protein shortages and environmental sustainability. The three founders, who met at Harvard, were driven by their shared passion for creating solutions that could benefit the planet. They discovered that crickets are an excellent source of protein—rich in nutrients, low in fat, and requiring significantly fewer resources to farm compared to traditional livestock. However, they also realized that insects weren’t exactly a staple in the American diet.
To bridge this cultural gap, the team decided to use cricket flour as the base for chips—a familiar snack format that could ease consumers into the idea of eating insects. Thus, Chirps Cricket Chips was born. The road wasn’t easy; they faced challenges in perfecting the recipe and convincing people to try insect-based snacks. But their commitment to sustainability and nutrition kept them moving forward.
The Shark Tank Pitch
Chirps made its national debut on Shark Tank during Season 8, Episode 14, which aired on January 27, 2017. Laura D’Asaro and Rose Wang represented the company (Meryl Natow did not appear for undisclosed reasons) and entered the tank with high energy and creativity. Laura even wore a cricket costume to grab attention—a move that made their pitch unforgettable.
The founders asked for $100,000 in exchange for 7% equity in their company. They passionately explained the benefits of cricket flour: it’s high in protein, environmentally friendly, and aligned with global trends toward sustainable eating. They also handed out samples of their chips in flavors like BBQ and cheddar.
While some Sharks were intrigued by the concept, others expressed skepticism. Kevin O’Leary questioned whether Americans would embrace eating insects and famously quipped that established snack companies might “crush them like cockroaches.” Despite these concerns, Mark Cuban saw potential in Chirps’ mission and offered $100,000 for 15% equity—a deal the founders accepted after brief negotiations.
Key Details from Shark Tank
Here’s a quick breakdown of Chirps’ Shark Tank experience:
| Category | Details |
|---|---|
| Product Name | Chirps Cricket Chips |
| Founders | Laura D’Asaro, Rose Wang, Meryl Natow |
| Season & Episode | Season 8, Episode 14 |
| Ask (Investment & Equity) | $100,000 for 7% equity |
| Final Deal | $100,000 for 15% equity |
| Shark(s) Involved | Mark Cuban |
| Memorable Episode Moments | Laura dressed as a cricket; Kevin’s skepticism about insect-based foods |
| Current Net Worth | Estimated between $45 million and $50 million |
| Current Business Status | Active |
| Revenue Since Shark Tank | Estimated $1–$2 million annually as of November 2022 |
| Social Media Presence | Over 6,000 followers on Facebook |
| Key Achievements | Expanded product line; featured in over 1,000 stores; broke a world record |
Post-Shark Tank Growth
After securing Mark Cuban’s investment, Chirps experienced significant growth. The exposure from Shark Tank brought immediate attention to their brand. Website traffic surged, sales increased dramatically, and they gained traction on social media platforms.
Product Expansion
Chirps didn’t stop at chips. They diversified their product line to include cookie mixes, cupcake mixes, whole roasted crickets, and cricket protein powder. These new products allowed them to target different market segments—from health-conscious snackers to adventurous cooks looking for sustainable ingredients.
Retail Presence
With Cuban’s support and funding, Chirps expanded its distribution network. Their products became available in over 1,000 stores across nearly all U.S. states (except Hawaii). Major retailers like Vitamin Shoppe began stocking their items.
Marketing Strategies
The founders focused heavily on educating consumers about the benefits of eating insects. They ran campaigns emphasizing crickets’ nutritional value and environmental advantages while working to destigmatize insect-based foods in Western culture.
Achievements
Chirps achieved several milestones post-Shark Tank. In 2019, they won a $20,000 prize at the SNAC Tank competition hosted by Barbara Corcoran. They also made headlines by breaking a Guinness World Record for creating a massive 5,000-pound nacho platter using their chips.
Challenges Along the Way
Despite their success, Chirps faced challenges typical of any disruptive business:
- Consumer Hesitation: Many Americans were hesitant about eating insects due to cultural norms.
- Market Competition: The snack industry is highly competitive with established players dominating shelf space.
- Copycats: Imitators began selling similar products on platforms like Amazon.
To overcome these hurdles, Chirps doubled down on education and branding while leveraging Cuban’s expertise to navigate distribution challenges.
Current Status (January 2025)
Today, Chirps continues to thrive as a leader in sustainable snacks:
- Revenue: The company generates an estimated $1–$2 million annually.
- Net Worth: Valued between $45 million and $50 million.
- Product Line: While they no longer sell their original chips widely, they’ve shifted focus to cricket protein powders and baked goods.
- Market Reach: Their products are available online and in physical stores across most U.S. states.
- Social Media: Chirps maintains an active presence on platforms like Facebook with over 6,000 followers.
Lessons Learned from Chirps’ Journey
Chirps’ story offers valuable insights for aspiring entrepreneurs:
- Innovation Can Disrupt Established Markets: By introducing cricket-based snacks as a sustainable alternative, Chirps carved out a niche in the competitive snack industry.
- Education is Key: Changing consumer perceptions requires consistent efforts to inform and engage your audience.
- Strategic Partnerships Matter: Mark Cuban’s investment provided not just funding but also critical business guidance and connections.
- Adaptability Ensures Longevity: By pivoting from chips to other cricket-based products like protein powders, Chirps stayed relevant despite market challenges.
Conclusion: A Bright Future Ahead
Chirps has come a long way since its humble beginnings at Harvard and its memorable pitch on Shark Tank. By combining innovation with sustainability and education, they’ve not only built a successful business but also contributed to changing how people think about food.
Looking ahead, Chirps is well-positioned to capitalize on growing interest in sustainable protein sources as global food systems continue evolving. Their journey serves as an inspiring example of how bold ideas can create meaningful change—and delicious snacks along the way!