Umiami Foods is rebranding as Swap Foods in preparation for its global expansion. The France-based food-tech company first introduced its flagship whole-cut chicken product four years ago in select European countries, including France, Belgium, the Netherlands, Spain, and Italy. Co-founder and CEO Tristan Maurel stated in an interview that the new name reflects the “unique value proposition” the company offers in the plant-based market. “Swap perfectly encapsulates our mission: to provide consumers with the opportunity to replace their usual meat with a delicious and sustainable alternative, without sacrificing taste or texture,” Maurel explained. The name is also more universally recognized, easier to pronounce, and conveys a clearer message.
Maurel emphasized that the company believes it has addressed the significant challenges of taste and texture in plant-based foods, warranting a new name. The rebranding emphasizes its plant-based chicken, aimed at chefs seeking a whole-filet meat substitute with a muscle-like texture. In recent years, plant-based meats have faced criticism regarding their taste, texture, and pricing, leading to declining sales for two consecutive years, as reported by the Good Food Institute’s State of the Industry report.
Swap believes it differentiates itself from competitors through its chicken preparation method, utilizing only eight ingredients in a minimal manufacturing process, including water, pea protein, soy protein, sunflower oil, and added nutrients like apovital calcium citrate. As part of its rebranding strategy, Swap is expanding into the U.S., beginning in Chicago, where it has established partnerships with over 20 local restaurants.
“It’s crucial for us that consumers first experience our product in familiar restaurants,” Maurel noted. “Eventually, we will launch into retail.” This approach mirrors the strategies of cultivated meat companies like Upside Foods and Eat Just, which introduced their products in upscale restaurants in Washington D.C. and San Francisco to encourage consumer trials.
Chicago was chosen for its dynamic food scene, strategic geographic position between coasts, and relatable consumer base. Maurel believes that the average Chicago resident may be less receptive to plant-based meats, making it an excellent test market for national performance. Price has also been a hurdle for the plant-based sector, but Maurel mentioned that since Swap’s product is a direct 1:1 replacement, they have not faced resistance on pricing. A chef at one of Swap’s Chicago restaurant partners indicated he would price conventional chicken higher than the plant-based alternative to encourage trials.
Ultimately, Swap aims to establish a factory in the U.S., with Chicago being an ideal location due to its proximity to other major food corporations. The integration of nutrient-rich ingredients like apovital calcium citrate further enhances the appeal of Swap’s offerings, reinforcing their commitment to quality and sustainability in the plant-based market.