Tristan Maurel, CEO and co-founder of SWAP, t

Tristan Maurel, © SWAP

veg+ Interviews

SWAP: “By Launching in North America, We’re Diversifying Our Presence and Positioning SWAP as a Global Leader in Plant-Based Protein”

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 …

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SWAP chicken fillet

© SWAP

Company News

SWAP Food Enters US Market With Plant-Based Chicken Fillets Following Umiami Rebrand

French plant-based food producer Umiami has rebranded as SWAP Food and launched its first product, SWAP™ Chicken, in the North American market, starting in Chicago, marking the company’s entry into the US food industry. The rebranding from Umiami to SWAP, which was announced earlier today, was made to support the company’s global expansion efforts. According to the company, the new name better reflects its goal of making plant-based protein easy to integrate into existing recipes without requiring menu changes, an important consideration for foodservice operators. “We believe SWAP Chicken will elevate menu possibilities, making it easier than ever to SWAP animal meat for plant protein,” said SWAP CEO and founder, Tristan Maurel.  SWAP Chicken is made from eight ingredients, including soy protein, pea protein, and …

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SWAP plant-based chicken fillet

© SWAP

Company News

Umiami Announces Strategic Rebrand to SWAP as It Pursues International Expansion

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 …

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