Cricket protein is gaining global attention as a clean, sustainable alternative to meat. Crickets naturally contain 65–69% complete protein, with all essential amino acids — more than chicken, beef, pork, or salmon. High in nutrients and low in environmental impact, they’re becoming a key player in future foods.
Vietnam-based foodtech startup Rec Rec is tapping into that potential. The company has launched its latest product — cricket protein instant ramen — after closing a seed round in December 2024. The round was led by Blue Print Venture and Cub Capital, with support from investors in the US, UK, and the Netherlands.
The funding is now being deployed to scale operations in Vietnam’s fast-growing FMCG sector, expand Rec Rec’s commercial presence across Southeast Asia, and accelerate product portfolio development — starting with this latest launch.
From Bold Beginnings to Scalable Solutions
Founded in 2023, Rec Rec made headlines with its debut products: seasoned whole dried crickets, followed by the launch of Rec Rec Cricket Tapioca Crackers — a snack format that bridges traditional flavors with next-generation nutrition.
The crackers have since been successfully exported to the US, Singapore, and several European markets, demonstrating strong demand for functional snacks with transparent sourcing and alternative proteins.
Now, Rec Rec is scaling that vision with its new cricket protein instant noodles — a nutrient-dense twist on Vietnam’s most consumed convenience meal. This line blends speed, flavor, and full protein nutrition, providing a quick but complete meal for modern, health-conscious consumers.
“The seed round gave us the foundation to build deeply, not just quickly,” said Bicky Nguyen, Co-Founder and CEO. “Now, we’re entering a high-consumption market with a product that redefines convenience food — from the ground up.”
Self-Manufactured, Fully Controlled
Unlike many emerging food brands, Rec Rec develops and manufactures its products in-house, maintaining full control over formulation, quality, and intellectual property from R&D to shelf.
This vertical production capability is supported by CricketOne, Rec Rec’s strategic partner and Vietnam’s leading player in high-tech cricket farming. CricketOne operates integrated farms and certified facilities compliant with EU/US standards, ensuring that all ingredients used in Rec Rec’s products are fully traceable, food-safe, and ready for global export.
Growth Strategy Backed by Market Demand
With the cricket ramen now launched, Rec Rec is entering its scale-up phase. Vietnam is the main market. Regional rollout is underway in Singapore, Indonesia, and Thailand.
The company is also investing in R&D to improve mainstream FMCG formats using cricket protein. Efforts are ongoing to grow the team, build logistics, and educate consumers.
Rec Rec is targeting two massive FMCG categories:
The savory snack market in Vietnam was worth USD 3.2 billion in 2023 and is growing 12–15% annually through 2028. In Southeast Asia, the market is valued at USD 7.9 billion in 2024 and expected to hit USD 13.1 billion by 2029.
Vietnam’s instant noodle market is worth USD 2.5 billion in 2024, with over 8.5 billion packs consumed per year — the third-largest globally. Worldwide, the category is forecast to grow from USD 57.9 billion to USD 63 billion by 2025.
Rec Rec aims to reshape fast food with clean, protein-rich, sustainable alternatives — starting with crickets.