La marque Jimini’s a réussi à rendre les insectes comestibles sexy !

Criquet

Réchauffement climatique, pandémie mondiale, diminution des ressources, effondrement de la biodiversité, acidification des océans, augmentation des phénomènes météorologiques… Et si on mangeait des insectes comestibles ? 
Selon l’ONU, en 2050, la population mondiale devrait atteindre les 9,7 milliards d’habitants. Il est donc nécessaire de tendre vers une résilience alimentaire afin de garantir une certaine sécurité alimentaire pour l’ensemble des habitants et aider la biodiversité.

Il faut agir, nous ne pouvons plus attendre, nous avons tous un rôle à jouer !

  • Quel est l’intérêt de pratiquer l’entomophagie ?

L’entomophagie est le fait de consommer des insectes. En plus d’être une très bonne source de protéines dans notre alimentation, selon l’ONU, les insectes permettraient d’être une piste sérieuse et intéressante afin de préserver au mieux l’environnement.
De plus, d’après le site « insectescomestibles.fr », ils seraient une solution pour garantir une sécurité alimentaire. La population croit donc les besoins en protéines également, ce qui fait que la production d’origine animale ne cesse d’augmenter. Or, qui dit production d’origine animale, dit intensification de l’élevage de bétail dans le monde. Tout comme Greenpeace, nous connaissons les effets de l’élevage intensif sur notre planète : augmentation des émissions de gaz à effet de serre, insuffisance des surfaces agricoles, pollution, changement climatique, augmentation de l’utilisation des pesticides, gaspillage d’eau…

La production et la consommation d’insectes sont une alternative écologique afin de faire face aux défis alimentaires auxquels nous sommes confrontés. Élever des insectes demandent beaucoup moins de nourriture, moins d’espace, moins de temps, car leur croissance est rapide, permet de diminuer les émissions de gaz à effet de serre et donc de limiter les effets environnementaux.

  • Jimini’s aka la startup qui a réussi à rendre les insectes appétissants

Il est temps de passer aux présentations !

Un tiers de la population mondiale consomme des insectes. Jimini’s a donc saisi l’opportunité de faire des insectes un nouveau mode alimentaire pour les Européens, petit à petit.
Créée par Clément Scellier et Bastien Rabastens, Jimini’s est une marque VERtueuse qui commercialise des produits à base d’insectes comestibles sous différentes formes depuis 2012. Les insectes utilisés sont produits dans des fermes européennes et transformés en France afin de garantir une qualité et une traçabilité de leurs produits à leurs clients.
Sur la boutique en ligne, nous retrouvons des barres protéinées, du miel, du granola, des pâtes.
Mais ce n’est pas tout ! Les produits phares de la marque sont les insectes entiers aromatisés. Plusieurs saveurs sont disponibles comme par exemple des insectes saveur ail et herbes de Provence, saveur sésame & cumin, saveur caramel beurre salé ou encore saveur muscade.

Barres protéinées Jimini's
Barres protéinées Jimini’s
Criquets saveur Paprika
Criquets saveur Paprika

Leur mission ? Participer au changement et faire entrer les insectes, petit à petit, dans notre alimentation.
Leurs valeurs ? La naturalité, la culinarité et le savoir-faire français comme ils nous l’indiquent dans leur article du 12 février 2020, sur leur site internet.
Pour cela, une bonne communication sur le sujet, des packagings esthétiques, des saveurs attractives, une bonne stratégie de distribution et des produits goûteux contribuent à rendre leur mission possible et à rendre les insectes appétissants aux yeux des consommateurs.
Cette marque a su conquérir le cœur de certains Français, mais elle ne s’arrête pas là. Elle s’implante également en Espagne, en Angleterre, en Belgique, en Allemagne et aux Pays-Bas.

  • La stratégie de communication de la marque

Afin de révolutionner l’apéro et la cuisine, Jimini’s s’appuie sur une stratégie de communication digitale fungourmande et créative.

En février 2020, l’entreprise prend un nouveau tournant. En collaboration avec l’agence de communication Dragon Rouge, l’identité visuelle évolue : un logo plus moderne, un nouveau slogan « si mini et si bon ! », une nouvelle architecture de la gamme avec une revisite des recettes (moins de sel, mais plus d’épices) et de nouveaux produits voient le jour.

Ancien logo Jimini's
Ancien logo Rimini’s
Nouveau logo Jimini's
Nouveau logo Jimini’s

 

 

 

 

 

 

La marque Jimini’s est une marque jeune, ludique et dynamique qui utilise les réseaux sociaux tels que LinkedIn, Twitter et Instagram afin de mettre en avant son identité, mais également pour publier du contenu à forte valeur ajoutée pour ses lecteurs.
Par exemple, sur LinkedIn, les insectes comestibles sont présentés sous forme de vidéos animées, ce qui est un choix très intéressant puisque la vidéo est le contenu qui engage le plus sur les réseaux sociaux.
Une autre publication également bien pensée : un post qui permet de savoir quelle saveur d’insectes s’associe avec quel vin afin d’accompagner le consommateur dans ses choix.

Très active également sur Instagram, la marque publie du contenu qui apporte de nouvelles connaissances à ses abonnés. Par exemple, pour la semaine européenne du développement durable (SEDD), la marque a expliqué les objectifs de développement durable que la SEDD souhaite atteindre pour 2030. Jimini’s permet grâce à ce type de contenu d’éduquer le lecteur sur la consommation durable, mais également de mettre en lumière les démarches mises en oeuvre par l’entreprise pour aider la planète.

Publication Instagram Jimini's
Exemple de publication Instagram Jimini’s

La marque ne se limite pas aux réseaux sociaux pour augmenter sa notoriété.
En 2019, les insectes Jimini’s ont fait leur apparition à la télévision, sur la chaîne M6, lors de l’épisode spécial Halloween du Meilleur Pâtissier. Cette opportunité a permis de montrer à de nombreux téléspectateurs, que oui, les insectes sont comestibles et peuvent surprendre gustativement parlant.

Enfin, les packagings jouent également un rôle important dans la décision d’achat du consommateur. Un packaging attrayant attire toujours plus l’œil qu’un packaging neutre et donne envie d’utiliser le produit. Le choix des couleurs est donc judicieux et permet de se différencier dans les rayons d’un magasin. On retrouve sur le packaging des boîtes apéritives (un packaging composé de carton recyclé of course !) le nom de la saveur qui accompagne les insectes, mais également des jeux de mots comme « Ça pique, mais moins qu’un cactus » pour la saveur paprika, afin de retrouver la personnalité drôle et amusante de la marque.

Pour conclure, Jimini’s s’inscrit dans l’air du temps et devient une marque innovante et engagée pour façonner l’alimentation de demain.

Et toi, es-tu prêt à consommer des insectes comestibles pour aider la planète à se sentir mieux ? 🐛

On se retrouve, la semaine prochaine, pour un nouvel article !

Stay tuned ! En attendant, pour plus d’articles food c’est par ici !

Manon Barbaret

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