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Umiami Foods, a France-based food-tech company, is rebranding itself to Swap Foods in preparation for global expansion. The company’s flagship whole-cut chicken product, which launched in parts of Europe four years ago, is now operating under the new name. CEO Tristan Maurel stated that the name Swap reflects the company’s mission to provide consumers with a sustainable meat alternative without compromising on taste or texture.
The rebrand focuses on Swap’s plant-based chicken, which is marketed towards chefs looking for a whole-filet meat replacement with a muscle-like texture. The company believes it has overcome taste and texture challenges typically associated with plant-based foods.
In an effort to differentiate itself from competitors, Swap prepares its chicken using only eight ingredients and a minimal manufacturing process. The company is also expanding into the U.S. market, starting in Chicago, where it has partnerships with over 20 restaurants in the area.
Swap’s strategy of launching in restaurants before retail mirrors that of other cultivated meat companies. Chicago was chosen for its vibrant food scene and consumer base, with Maurel noting the city’s residents are a good indicator of national market performance. Despite challenges in the plant-based market, such as taste, texture, and price, Swap has received positive feedback on its product’s 1:1 replacement capability. The company aims to establish a factory in the U.S., with Chicago being considered an ideal location due to its proximity to other large food corporations.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
