Originally published in 2016. Updated July 2025 for context.
When Alex Drysdale launched Crik Nutrition, a cricket-based protein powder company, he figured he had a solid idea. But when BuzzFeed, Forbes, and CNBC came calling before he even had a website, he knew he had something much bigger.
“I wasn’t ready for it. It happened really quickly. That very day I was doing interviews. It was immediate,” said Drysdale. That's where North Forge came in to help him launch Crik Nutrition.
From Idea to Validation with North Forge
Before and after the media buzz, it was the entrepreneurial support system around North Forge that helped Drysdale validate his concept and prepare for the launch of Crik Nutrition.
“Having a mentor is crucial, especially in the validation stage,” he said. “They are very good at making you prove your idea. The most important thing was the tough love I received. Giving me context, feedback, and taking me seriously.”
The North Forge team helped him focus on refining every detail of his product and proposed solution before committing to large investments. Through regular meetings and access to subject matter experts, Drysdale was able to de-risk his startup and connect with key players in the innovation ecosystem.
“You’re tapping into everything that’s going on,” he said. “People here are extremely generous with their time and advice. They helped me work through problems and introduced me to people who were instrumental. They really care.”
Gaining Traction
A successful Kickstarter campaign helped Crik gain early traction, and a strategic PR push brought international media attention. Crik Nutrition was named one of the world’s 20 hottest startups by CNBC and featured on the homepage of MSN.com.
Drysdale also worked with a team of formulation scientists to develop high-quality flavors that could compete with any mainstream protein powder. His goal was simple: to turn crickets into a “gateway bug” for mainstream consumers interested in sustainable protein.
Advice for Founders
Looking back, Drysdale encourages other founders to prepare early for media attention and know their business inside and out.
“Make sure you know all your costs, timelines, and contracts. Be 100 percent confident that you can do it and use your mentors for advice,” he said.
Looking Ahead
Crik Nutrition was actively expanding into new product lines and online retail channels at the time of this story’s original publication. For the latest updates, visit criknutrition.com.
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Like Crik Nutrition, explore how North Forge can support you through every stage, from idea to launch to scale.
