French plant-based meat company Umiami has today (15 October 2024) announced a strategic rebrand with a new name, ‘Swap.’

The food-tech company said its new name reflects its commitment to ‘delivering exceptional tastes,’ and represents a call to action that encourages consumers to ‘swap’ their traditional meat fillets for the plant-based kind.

Additionally, the versatility of the name allows Swap to expand beyond its current specialism of plant-based chicken fillets and into the realm of other meat and fish alternatives. This paves the way for future product expansion while maintaining a consistent brand identity.

Its new brand tagline is ‘Swap. For the love of it,’ aiming to support consumers in making positive choices for their health, the environment and animal welfare.

By adopting the new name, the company also said it aims to assert its maturity and ambition to compete with leading traditional meat brands, marking its journey from start-up to ‘significant player’ in the food industry. Having launched its factory in Alsace, France, in March 2024, Swap now has plans for large-scale international expansion, particularly in the US.

Tristan Maurel, co-founder of Swap, said: “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”.

He added: “Our rapid growth opens up new opportunities for expansion, while staying true to our commitment to simple ingredients and authentic recipe.”

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