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Yes, it is cricket: Italy gives go-ahead to insect flour for human use
(www.theguardian.com)
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I haven’t figured this out either, but my wild guess is the greater protein content over carbs in regular flour. I’m thinking of things like keto meal bars, or something.
Same would be true for pea protein powder, tho. Maybe cricket powder is actually cheaper than isolated legume protein, but legume protein seems like a much easier sale.