Umiami Foods, a France-based food technology company, is stepping into the U.S. market with a new name and a fresh mission. The company, now called Swap Foods, aims to expand globally by offering a plant-based chicken alternative that promises to match traditional meat in both taste and texture.
Why the Rebrand?
After successfully launching its whole-cut chicken product across several European countries — including France, Belgium, Spain, Italy, and the Netherlands — the company felt it was time for a global rebranding. According to co-founder and CEO Tristan Maurel, the name Swap Foods captures the company’s core purpose: providing consumers with a seamless alternative to meat that doesn’t sacrifice flavor or texture.
Maurel explains, “Swap perfectly represents our mission: To give people the option to exchange their regular meat for something equally delicious and sustainable.”
This rebranding comes as the company prepares for its U.S. launch and seeks a name that resonates internationally. Swap was chosen for its simplicity and universal recognition, making it easier for consumers worldwide to understand.
The U.S. Market Entry: Why Chicago?
Swap Foods has strategically chosen Chicago as the starting point for its U.S. debut. The company’s flagship plant-based chicken will first be introduced in more than 20 local restaurants before eventually expanding into retail.
Why Chicago? CEO Tristan Maurel explains that the city’s strong food culture and central geographic location make it a perfect launchpad. “It’s crucial for us that consumers first experience our product in restaurants they already know and love,” he says.
Swap believes that winning over Chicago’s diners will serve as a good indicator of its broader appeal across the country.
Interestingly, Swap sees Chicago’s somewhat skeptical attitude toward plant-based meats as a valuable testing ground. According to Maurel, the average Chicagoan might be less inclined to try plant-based products, making it an ideal market to gauge national success.
Addressing the Plant-Based Meat Struggle
The rebranding and U.S. launch come at a time when the plant-based meat sector is facing headwinds. In 2023, sales of plant-based meat declined for the second consecutive year, largely due to concerns over taste, texture, and pricing.
While many products in this category have struggled to replicate the experience of traditional meat, Swap believes it stands apart from the competition.
Swap’s plant-based chicken is designed with chefs in mind, offering a whole-cut filet with a muscle-like texture that closely resembles real chicken. The company believes it has solved two of the most common issues with plant-based meats — taste and texture.
According to Maurel, Swap’s minimal-ingredient approach is a key differentiator. “We only use eight ingredients, and the manufacturing process is kept simple,” he says.
Swap’s ingredients include pea and soy protein, sunflower oil, and water, making the product not only closer to real meat in texture but also healthier and more natural than many other plant-based options.
Why Swap Thinks It’s Different
One of the main selling points for Swap is its focus on simplicity. Unlike many plant-based meats that rely on a long list of additives and complex manufacturing methods, Swap’s chicken is made using only eight ingredients.
These include water, pea protein, soy protein, and sunflower oil, with no artificial flavorings or preservatives.
The company’s minimal manufacturing process is a deliberate choice. Swap believes that by focusing on quality ingredients and a straightforward production process, they can create a product that tastes and feels more like traditional meat.
This, they hope, will overcome the common criticisms of plant-based meats being overly processed or filled with unfamiliar ingredients.
Chef and Restaurant Partnerships
Swap is taking a unique approach to its U.S. launch by initially focusing on restaurants rather than retail stores. This mirrors the strategy used by other innovative food companies, such as Upside Foods and Eat Just, which introduced their cultivated meat products in high-end restaurants in cities like San Francisco and Washington, D.C.
By collaborating with chefs and restaurants, Swap hopes to build credibility and trust among consumers. One Chicago chef, for example, told Swap that he plans to price the plant-based chicken lower than its conventional counterpart, encouraging diners to give it a try.
Swap believes that allowing consumers to first experience the product in a familiar restaurant setting will increase the likelihood of adoption.
Plant-Based Chicken at Competitive Prices
Another hurdle in the plant-based market has been pricing. Often, plant-based alternatives are more expensive than traditional meat, turning away potential customers. However, Swap is confident that its 1:1 chicken replacement won’t face the same pushback on price.
Maurel noted that the chef at one of Swap’s Chicago-based partner restaurants even suggested pricing the plant-based chicken lower than regular chicken. By doing so, the restaurant hopes to encourage diners to opt for the plant-based option.
Looking to the Future: U.S. Manufacturing Plans
Looking ahead, Swap has ambitious plans for expanding in the U.S. Not only does the company hope to broaden its restaurant partnerships and enter retail, but it’s also eyeing the possibility of setting up its own factory on U.S. soil.
Chicago, with its proximity to major food corporations and distribution networks, is seen as an ideal location for this potential factory. By manufacturing locally, Swap could further reduce costs and ensure a steady supply of its product to meet growing demand.
Conclusion:
With its rebranding and U.S. expansion, Swap Foods is positioning itself as a major player in the plant-based market. By focusing on quality, simplicity, and chef partnerships, the company aims to overcome the challenges that have plagued the plant-based meat sector in recent years.
Swap’s plant-based chicken is designed to meet consumer expectations for taste, texture, and price, and if the company’s Chicago launch is successful, it could signal a broader shift in the way Americans approach plant-based eating.
READ MORE: Whole Foods Predicts the Major Food and Beverage Trends of 2025