meito Beetle Larva 3D Jelly design thinking for new product development

This examines the successful development of meito’s "Larva 3D Jelly," an educational confectionery that deliberately challenged food industry norms by realistically recreating a beetle larva. This controversial product is presented as a case study for the practical application of design thinking, an innovation framework used to transform industry taboos into new market value. The process began with empathy, driven by the developer’s childhood curiosity, which led to defining the challenge as creating a compelling, curiosity-driven experience rather than simply avoiding the company's "enemy" (insects). The resulting product combined meticulous realism—replicating the larva's size and internal features—with the appeal of a DIY construction kit and unexpectedly pleasant flavors. This unique approach generated high sales and wide social media coverage, proving that understanding fundamental human curiosity can overcome negative conventional assumptions and lead to breakthrough commercial success.