It explores the social dimensions surrounding insect-based feed in the EU. Analyzing responses from a public consultation, the study uncovers diverse value-based arguments influencing acceptance. Critical voices highlight animal welfare concerns and skepticism regarding the innovation’s contribution to sustainability. While the research suggests potential sustainability improvements under specific conditions, it also emphasizes regulatory challenges and ethical considerations. The study advocates for a nuanced understanding of societal perspectives on insect-based livestock feed for a more sustainable agri-food system transformation.