The goal is both!
I'm not sure if a Cham can handle eating the beetle, or if they would like it. I think beetles put out nasty tasting stuff, that's bitter. But maybe I will give it a shot. They are sold as beetles and larvae as feeders.
Larvae is the true feeder, they are somewhat gutloadable, very high in moisture, though fairly high in fat. Sandra classed them as Enrichment feeders (well pachnoda larvae, but they are the same thing, this is a Flower Beetle, but she put them under the same)
Expensive and hard to find! I have been looking for a longggg time lol for them. They get them in stock at a few different places, rarely and when they do they are gone fast. That's why I only got 4, that's all they had, and I have been checking 2 times a week for months lol. Beetles 15 a pop, larvae 8, if you can find them in stock. Though if my breeding takes off, I will likely sell larvae for half that for those interested in getting a colony going

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I am not sure why they are so hard to find, breeders say they are very prolific. I guess, it's just how long it takes from larvae to beetle and then new larvae, IDK.
The added cost, is the substrate though. They are sort of demanding, though not that much compared to other beetles. They need a rotting wood substrate, as that is what the Grubs eat. You can buy this (expensive) or make it. Basically you want a substrate, composed of rotting wood and leaves (mostly leaves for this species) and leaf litter on top.
What I did, is mix the methods. I have been told use 1/3 eco earth, 1/3 leaf litter and 1/3 wood. I have also been told you can use organic potting soil/compost with a ton of leaf litter and some wood. And there is buyable substrate. Other beetles require more wood, then leaf so it's more justified there, theirs needs to be formented ect, I am told these don't not.
So what I did, was buy a kit off bugs in cyber space, 22 dollars I believe. Which wasn't nearly enough for my Viv. So I mixed that, with substrate I made. Mine was ground leaf litter a little over half (oak), then 3 parts eco earth, 1 part Sphag, and 1 part Oak bark from a dead decaying tree. I made that into a slurry in the blender, too break the sphag and bark into dust.
I am not sure how any of this soil will work. But the other breeder I was waiting to buy from, said he uses 4 dollar potting soil with a ton of leaf little ground mixed in, and leaf litter on top. He said it works great for him.
The larvae will also eat, apples left on the substrate, though sparingly.
The second thing is the beetles food is demanding. I made a recipe, on another thread, that they are eating, I will copy it here in a bit. They will not just eat whatever you give them like roaches, their diet consists of fruits and pollen, they will only eat very sugary foods. Though I did sneak in some splirinua and bee pollen in my blend and they were munching it down.
The Jelly is pretty easy to make, (premade beetle jelly is expensive) they will take fresh Bannana, Apples and Oranges though.
So what I am saying is, that's probably why they are rare lol. They are neat, and decent treats, but very high maintenance compared to Roaches, Crickets and Supers. Plus their cost, I am in about 300, for 4 beetles unsexed, so just for a chance at a colony, though most of that is supplies that I can carry over to another chance if needed.