Umiami, a pioneering French producer of plant-based whole cuts, has announced that it is rebranding to SWAP as it targets international expansion.
The new name has been described as a “key strategic move”, since it is easy for international audiences to understand. It is also intended as a call to action, encouraging consumers to swap meat for plant-based alternatives. The rebrand is accompanied by a new brand tagline — “SWAP. For the love of it”.
The versatility of the name will allow SWAP to expand beyond plant-based chicken fillets, its current focus, into other types of meat and fish alternatives. The company says the rebrand reflects its ambition to compete with leading traditional meat brands.
“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,” says Tristan Maurel, co-founder of SWAP. “Our new name is a call to action, encouraging consumers to make a positive choice for themselves and for the planet.”
New opportunities
The news comes after SWAP opened a factory in Alsace in March, described as France’s first commercial-scale facility for plant-based whole cuts. The company also achieved B Corp status a month earlier. SWAP is now preparing to operate on a large scale as it works towards international expansion, particularly in the US.
Last year, SWAP told vegconomist that it was the first company worldwide that could create a true whole-muscle plant-based chicken breast at scale. Since it was founded in 2020, SWAP has raised €100 million, most recently securing €32.5 million in a Series A round in 2023.
“Our rapid growth opens up new opportunities for expansion, while staying true to our commitment to simple ingredients and authentic recipes,” says Maurel.
Those who want to meet SWAP in person can do so at SIAL Paris 2024, which takes place from October 19-23. The company will be in Hall 7 at stand L 272.