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The Anthropocene climate crisis and a growing global population present significantchallenges to contemporary food systems and global food security. In response to thesechallenges, a shift towards sustainable and nutritious food alternatives is required. Edibleinsects have emerged as a promising option due to their nutritional profile and potential as asustainable food source. However, despite their acknowledged benefits and widespreadconsumption in many regions, resistance towards insect-based foods persists in Westerncountries. Disgust, unfamiliarity and entrenched food cultures emerge as key obstacles to theadoption of edible insects. To foster acceptance in Western societies, research suggests thatimpactful communication and marketing efforts are essential. This study examines themarketing strategies perceived to be most effective in promoting edible insects and fosteringconsumer acceptance. Insights were gathered through semi-structured interviews with foodindustry representatives regarding the challenges and potential avenues for introducing insectproducts in Sweden. The results were compared with previous research and analysed usingconcepts of edibility formation to explain how something can become considered as foodwithin a given sociocultural context. The findings suggest that a mix of practical productinterventions and communication efforts could enhance the acceptance of edible insects.Emphasizing the value of incorporating insects in foods and creating familiar end products,primarily promoted with a focus on the individual benefits of insect consumption. However,widespread acceptance of insects as food in Sweden faces significant barriers that require arange of deliberate and context-specific measures over time. Factors such as availability,competitive pricing, and taste emerge as additional key challenges in this regard.