How BeCrickets Quietly Built Mexico’s Top Cricket Protein Brand After Shark Tank

In 2019, a group of young Mexican entrepreneurs stood in front of the investors on Shark Tank México and introduced a product that immediately sparked curiosity and skepticism. They weren’t selling tech or fashion. They were selling cricket-based protein powder.

Their company, BeCrickets, was on a mission to change how Mexicans think about food, sustainability, and health. What began as a niche product aimed at health-conscious consumers soon grew into a multi-product wellness brand, stocked in health stores across the country and supported by a strong message: “Eat better for your body and for the planet.”

Today, even without massive headlines or viral videos, BeCrickets is quietly making waves in the functional foods and sustainable protein space.

Let’s dive into their journey and uncover how they got here.

What Is BeCrickets?

BeCrickets is a Mexican-based startup that manufactures cricket protein powder blended with plant-based ingredients like amaranth, rice, and pea protein. Their flagship products are inspired by local Mexican flavors, including:

• Chocolate Mexicano
• Café de Olla
• Natural Vanilla

The startup was co-founded by Carla Blackaller, Carlos Blackaller, and Luis David Castañeda, who were deeply inspired by both nutrition science and the UN’s food sustainability reports that highlighted edible insects as a powerful solution to future food crises.

The idea wasn’t just to create another protein supplement. It was to reframe crickets not as a survival food, but as a premium, functional ingredient packed with complete protein, B12, iron, and fiber.

And they succeeded in packaging it in a way that’s familiar and flavorful for Mexican consumers.

BeCrickets on Shark Tank México

Appearing on Shark Tank México was a pivotal moment for the company.

In their pitch, the founders confidently introduced their powdered protein and explained why cricket-based nutrition isn’t just a fad. It’s a scalable solution to rising food costs, environmental degradation, and poor nutrition.

They asked for 1 million pesos (around $50,000 USD) in exchange for equity, which drew immediate curiosity from the sharks. After a round of tasting, questions, and environmental discussions, the brand secured a deal on-air. Though it was not publicly confirmed whether the deal closed after filming, the national exposure gave them something arguably more valuable: credibility.

The Shark Tank audience was introduced to the idea that crickets can be delicious, and that Mexico could lead the insect protein movement.

This appearance helped normalize insect-based nutrition in a culture where tortillas and meat had long been the staples.

Did the Deal Close? What Happened After Shark Tank?

While many Shark Tank deals fall through after filming, BeCrickets capitalized on the exposure regardless.

There is no public confirmation that the final investment went through, and the investors have not shared follow-up mentions. However, BeCrickets didn’t wait around.

Shortly after their episode aired, the brand:

• Revamped their branding and packaging
• Added new product SKUs
• Launched the BeHuman line (more on that later)
• Boosted their online store and fulfillment logistics
• Partnered with local distributors and national retailers

They turned the media moment into a growth engine by leveraging the Shark Tank buzz to expand customer interest and retail partnerships.

Business Growth After Shark Tank

One of BeCrickets’ smartest moves was its product and channel expansion strategy.

Retail and Online Presence

Today, BeCrickets products are sold through:

• Farmacia San Pablo, one of Mexico’s most respected pharmacy chains
• Nutrisa, a health and wellness brand known for frozen yogurt and supplements
• Mercado Libre, Latin America’s largest e-commerce platform
• Claroshop, an e-retail platform owned by América Móvil
• Their own official Shopify-based website

This multi-channel approach ensures availability for customers seeking both physical retail and direct online shopping experiences.

Product Innovation: BeHuman Line

Beyond their cricket powders, BeCrickets launched a new sub-brand called BeHuman. This wellness line includes:

• Creatine monohydrate for athletic performance
• Adaptogenic cacao and cinnamon blends for mood and recovery
• Plant-based supplements free from additives and preservatives

By tapping into fitness and biohacking trends, BeCrickets positioned itself as a legitimate player in the functional foods market, not just a novelty brand.

Is BeCrickets Successful in 2025?

Although BeCrickets doesn’t publicly share its revenue, there are strong indicators of growth:

• Several flavors are consistently sold out on their website, showing strong demand.
• The company maintains an active online presence through newsletters, blog posts, and promotions.
• Reviews on retail platforms frequently mention the product’s great taste, clean ingredients, and digestive benefits.
• They’ve been recognized as a FedEx Small Business Grant Winner, which is a major stamp of approval for logistics readiness and innovation.

All this suggests that BeCrickets is sustainably profitable and scaling carefully with focus.

A Sustainable Alternative to Traditional Protein

One of BeCrickets’ most powerful messages is its impact on the planet.

Let’s compare:

Beyond the numbers, BeCrickets also sources some ingredients from local rural farmers, creating a positive economic loop within Mexican communities.

Their model blends ethical sourcing, eco-friendly farming, and nutritional innovation into a solution that appeals to eco-conscious, health-focused consumers.

Where Are the Founders Now?

• Carla Blackaller, the face of BeCrickets during the Shark Tank pitch, continues to serve as CEO and public voice of the company. She’s active on LinkedIn and often discusses sustainability, entrepreneurship, and food innovation.
• Carlos Blackaller and Luis David Castañeda focus on operational strategy, product development, and logistics.
• The team appears to have grown, with professionals in marketing, R&D, and customer experience contributing to the brand’s development.

The founders’ passion is evident in how they tell the story of a better food future through social content, newsletters, and interviews.

Challenges and What’s Next?

Like all disruptive startups, BeCrickets faces a few obstacles.

• Cultural hesitancy: Many consumers still associate insects with fear or disgust.
• Limited certifications: While their formulas are clean, third-party verifications like NSF or USDA Organic are not currently visible.
• Logistics: International shipping appears limited to Latin America and the United States.

What’s Next:

• Expanding international reach through Amazon or global e-commerce partners
• Educating the public through more storytelling, nutrition breakdowns, and sustainability stats
• Collaborating with influencers and fitness experts in Mexico and Latin America

BeCrickets is poised to grow steadily as the global edible insect market rises, projected to exceed $6 billion by 2030.

Final Thoughts: A Quiet Revolution in a Noisy Industry

BeCrickets may not dominate headlines or go viral on TikTok. But it’s doing something much harder: building trust.

The brand quietly focuses on quality, ethics, and mission. It’s showing that insect protein doesn’t have to be weird. It can be delicious, familiar, and even better than your current protein shake.

That’s the kind of brand that doesn’t need to shout. It simply works and wins.