Umiami Foods is changing its name as the France-based food-tech company prepares to expand globally.
The company’s flagship whole-cut chicken product launched four years ago in parts of Europe, including France, Belgium, the Netherlands, Spain and Italy. Now, the company is operating under a new name — Swap Foods — to reflect the “unique value proposition” it brings to the plant-based market, co-founder and CEO Tristan Maurel said in an interview.
“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 new name also is more universally recognized and easier to pronounce with a clearer meaning.
Maurel explained that since the company believes it has solved taste and texture — two major challenges with plant-based foods— they needed a new name to reflect that.
The company’s rebrand focuses on its plant-based chicken which is marketed toward chefs looking for a whole-filet meat replacement with a muscle-like texture.
Plant-based meats have struggled in recent years, with critics saying the taste, texture and price have turned away consumers. Sales declined in 2023 for the second year in a row, according to the Good Food Institute’s State of the Industry report.
Swap believes it’s different from its competitors because of the way its chicken is prepared. The company only uses eight ingredients and has a minimal manufacturing process, such as water, pea and soy protein and sunflower oil.
Another important part of Swap’s rebranding is its expansion into the U.S., starting in Chicago. Swap currently has partnerships with more than 20 restaurants in the area.
“It’s really key for us that consumers first try our product in restaurants they already know and love,” said Maurel, “Then we will eventually launch into retail.”
This is a similar strategy used by cultivated meat companies Upside Foods and Eat Just. They launched their namesake products in upscale restaurants in Washington D.C. and San Francisco to drive trial.
Swap chose Chicago because of its vibrant food scene, geographic location between coasts and its consumer base.
Maurel said the average Chicago resident is less open-minded to the idea of plant-based meats, making the market a good indication of how it would perform nationally.
Another challenge for the plant-based market has been price. Maurel said because Swap’s product is a 1:1 replacement, it hasn’t received any pushback on price. The chef at one of Swap’s restaurant partners in Chicago told the company he would price the conventional chicken products on his menu at a higher price than the plant-based alternative to drive trial.
Ultimately, Swap wants a factory in the U.S. Maurel said Chicago would be an ideal location because of its proximity to other large food corporations.
