Bugs have always provided a little nutritious snack for me while riding. There's no wrapper to dispose of and certainly no artificial preservatives. They come in a wide variety of flavors, most are kind of crunchy, and some have quite a sting to them.
H-D must be marketing to all those back-marker pack riders who feel that they're not getting their fair share of the harvest and need a supplement.
Or maybe loud pipes scare insects.