French plant-based whole-cut producer Umiami announced its rebranding to SWAP last month, with the aim of facilitating the company’s expansion overseas. The new name, which doubles as a call to action encouraging consumers to opt for plant-based proteins, will support SWAP’s growth beyond plant-based chicken into other meat and fish alternatives.
The company recently opened France’s first commercial-scale plant-based whole-cut factory and achieved B Corp status. Since its founding in 2020, SWAP has raised €100 million, aiming to scale operations, particularly targeting the US market.
We spoke to Tristan Maurel, CEO and co-founder of SWAP, to find out about the rebranding and the company’s recently revealed Chicago launch.
Can you walk us through the decision to rebrand from Umiami to SWAP? What does the new name represent for the company’s mission and future direction?
The decision to rebrand from Umiami to SWAP reflects our company’s evolution. Initially, our focus was on food technology, and the name Umiami fit that phase. However, as our mission grew into offering a global consumer food brand, it became clear that we needed a name that better communicated our goal to a broader audience.
“It’s not just about providing an alternative but inspiring a shift toward more conscious eating”
“SWAP” encapsulates the simplicity of our mission: encouraging consumers and chefs to swap animal proteins for plant-based alternatives. The name reflects both the ease and the impact of making a small change for health, sustainability, and flavor. It’s not just about providing an alternative but inspiring a shift toward more conscious eating without compromising on taste or experience.
What strategic opportunities does the launch in Chicago and the North American market offer for SWAP compared to your growth in Europe? And why Chicago in particular?
Chicago represents a crucial strategic opportunity for us as it’s a city known for its diverse and innovative food scene. Launching in Chicago allows us to tap into one of the most vibrant culinary markets in North America, where new food trends are embraced quickly. It offers us visibility among forward-thinking consumers and chefs, creating a strong foundation for expanding across the US.
“…the US, and especially cities like Chicago, offer scale and visibility in a market that is influential globally”
The North American market is key because it’s home to a large population of flexitarians and consumers who are increasingly interested in sustainability and health. By establishing a presence in Chicago, we’re entering a market that’s ready for high-quality plant-based options, which will help accelerate our growth and brand recognition.
The move to the US is interesting, when it might appear to many that the European plant-based scene is thriving more in the current landscape. Could you explain more?
While the plant-based scene is indeed thriving in Europe, we see the US as a market ripe with opportunity, particularly in the current environment where consumers are more concerned with the sustainability of their food choices. Although Europe is an exciting growth region, the US, and especially cities like Chicago, offer scale and visibility in a market that is influential globally.
“Launching in Chicago allows us to tap into one of the most vibrant culinary markets in North America”
The demand for plant-based protein in the US is high, and we believe there’s significant untapped potential, especially with flexitarians and meat-eaters who are open to making more sustainable choices without compromising on taste or texture. Indeed, the US is a massive chicken market with the average American consuming over 100 pounds of chicken per year, the equivalent of 45 kg. Chicken is the most consumed and menued protein in the US and chicken breast filets are the #1 cut.
We’re also seeing shifts in consumer behavior and food trends across the US, where health-conscious and eco-conscious choices are gaining traction. By launching in North America, we’re diversifying our presence and positioning SWAP as a global leader in plant-based protein, ready to meet the demand in both regions.
SWAP aims to appeal to “conflicted meat eaters” who are concerned about health and sustainability. Can you speak more to this target consumer group? What sets SWAP products apart from other plant-based meat alternatives on the market in a way that will entice meat-eaters to make the swap?
Our target audience is primarily made up of “conflicted meat eaters”, ie. those who still enjoy meat but are actively looking to reduce their consumption due to concerns around health, environmental impact, or animal welfare. This group isn’t ready to fully give up meat but is seeking alternatives that feel familiar in taste and texture. That’s where SWAP comes in.
SWAP Filet (European name) is designed to make the transition seamless for these consumers. Unlike many plant-based options that can look or taste noticeably different from meat, SWAP’s proprietary “Umisation” process allows us to create a product that cooks, tastes, and looks like real chicken. This makes it an easier and more satisfying alternative for those who might be hesitant to move away from traditional meat.
What sets us apart is our commitment to using just seven clean-label ingredients. We offer a product that’s not only delicious and versatile but also simple and familiar, without artificial additives—factors that we believe will resonate with consumers looking to make healthier, more sustainable swaps in their diet.
How have chefs and restaurants in Chicago reacted to SWAP Chicken (US name) so far? Can you share any notable feedback from your culinary partners?
The response from chefs and restaurants in Chicago has been incredibly positive. Our SWAP Filet (sold as SWAP Chicken in the US) has been featured in popular local restaurants like The Chicago Diner and Soul Veg City, where chefs are excited about its versatility and how easily it integrates into their menus.
“We’re actively exploring plant-based replacements to other proteins”
One notable feedback we’ve received is that our SWAP Filet delivers on both taste and texture in ways that many other plant-based products don’t. Chefs have commented on how closely it replicates real chicken, which makes it an easy substitute in a wide variety of dishes. This ability to offer a plant-based product that doesn’t compromise on flavor or experience has been a key factor in its early success.
The name SWAP suggests potential expansion beyond chicken into other meat and fish alternatives. Can you give us a glimpse into what products might be next on the horizon?
The name SWAP indeed reflects our broader vision to expand beyond just chicken. We’re actively exploring plant-based replacements for other proteins. While chicken is our primary focus at the moment, we aim to introduce other meat replacements in the future to cater to the growing demand for plant-based options across different protein categories.
What are the key milestones SWAP is aiming for in the next 12 months, both in the US and internationally?
Over the next 12 months, SWAP’s primary focus is on expanding our presence both in the US and internationally. In the US, we’ll continue to build on our success in Chicago, expanding into new cities and increasing our partnerships with restaurants and foodservice operators. We’re also planning to launch our SWAP products in select retail stores, making them available for consumers to enjoy at home.
Internationally, Europe remains a key market for us. We’re ramping up production at our Alsace facility to meet demand and are actively exploring opportunities to introduce our SWAP Filet across additional European countries.
A key milestone is increasing our distribution footprint in both foodservice and retail, as well as continuing to innovate and expand our product portfolio to include other plant-based replacements. We believe this dual focus on the US and Europe will solidify SWAP’s position as a global leader in plant-based protein.
EU distributors are available here and US distributors are available here.
