Umiami Foods Rebrands as Swap Foods to Expand Globally
Umiami Foods, a France-based food-tech company, is undergoing a transformation as it gears up for global expansion. The company, known for its flagship whole-cut chicken product that debuted in select European markets four years ago, including France, Belgium, the Netherlands, Spain, and Italy, has now rebranded as Swap Foods. According to co-founder and CEO Tristan Maurel, the new name reflects the unique value proposition that the company brings to the plant-based market.
“Swap perfectly represents our mission: To provide consumers with the opportunity to exchange their usual meat for a delicious and sustainable alternative, without compromising on taste or texture,” said Maurel.
The decision to rebrand was driven by the company’s belief that it has successfully addressed the key challenges of taste and texture often associated with plant-based foods. The new name, Swap Foods, is not only more universally recognized but also easier to pronounce with a clearer meaning.
Swap Foods’ rebranding efforts are centered around its plant-based chicken product, which targets chefs seeking a whole-filet meat replacement with a muscle-like texture.
Despite the challenges faced by the plant-based meat industry in recent years, Swap Foods distinguishes itself from competitors through its unique preparation method. The company uses only eight ingredients and follows a minimal manufacturing process, incorporating elements such as water, pea and soy protein, and sunflower oil.
As part of its rebranding strategy, Swap Foods is expanding its presence into the U.S., starting with Chicago. The company has already established partnerships with over 20 restaurants in the area.
“It’s crucial for us that consumers first experience our product in restaurants they already know and love,” explained Maurel. “Subsequently, we plan to venture into retail distribution.”
Following a similar approach adopted by other cultivated meat companies, such as Upside Foods and Eat Just, Swap Foods aims to introduce its products in upscale restaurants before entering the retail market. The decision to launch in Chicago was influenced by the city’s vibrant food scene, central location, and diverse consumer base.
Maurel noted that Chicago residents, while less receptive to plant-based meats on average, serve as a valuable indicator of the national market’s potential performance.
Addressing the issue of pricing, Maurel emphasized that Swap Foods’ product, being a 1:1 replacement for conventional chicken, has not faced significant resistance on pricing. In fact, a chef at one of Swap’s restaurant partners in Chicago expressed willingness to price the plant-based alternative higher than traditional chicken products to encourage trial.
Looking ahead, Swap Foods envisions establishing a manufacturing facility in the U.S., with Chicago emerging as a favorable location due to its proximity to major food corporations.