Microbe Munch produces sugar specifically designed to feed microbes that, in turn, generate materials for a wide range of industries, from silk and leather to other alternative biomaterials. Today, companies in this space rely on sugar originally produced for human consumption, leaving them exposed to commodity price fluctuations. Microbe Munch introduces a different approach: liquid glucose made from by-products of other industries, creating a more stable, cost-efficient, and higher-performing feedstock for microbial growth.

The main challenge was addressing a very broad audience. The primary target was the biomaterials industry, speaking directly to companies that work with and cultivate microbes, with the first launch taking place during New York Climate Week. At the same time, the piece needed to resonate with a wider public and function effectively on social media. 

Our goal was to balance scientific rigor with a sense of playful experimentation and wit, and communicate the vast potential of Microbe Munch and its benefits to the market.