SWAP Food rebrands from Umiami and launches whole filet chicken alternative for mainstream consumers

SWAP Food, formerly known as Umiami, is unveiling its new brand identity and introducing SWAP Chicken, a plant-based whole filet chicken replacement, to the Chicago market. This rebranding represents SWAP’s dedication to providing versatile plant-based options that meet the needs of chefs, consumers, and food-service operators alike. With a short list of recognizable ingredients, SWAP Chicken offers a savory flavor and muscle-like texture that rivals traditional chicken. SWAP Chicken’s adaptability allows it to seamlessly replace chicken in any recipe without requiring menu modifications, helping chefs bring more plant-based choices to mainstream dining.

CEO & Co-founder Tristan Maurel, highlighted SWAP’s approach. “We’re the first to produce plant-based filets at scale that closely replicate meat in taste and texture. With our rebranding, we’re focused on making these products accessible to a broader consumer base.”

The recent rebranding from Umiami to SWAP Food is part of the company’s mission to simplify the plant-based category and make it more approachable. This shift reflects a commitment to helping people make small, impactful changes in their diet by offering products that fit effortlessly into existing menus. By rebranding as SWAP, the company signals its focus on enabling consumers and chefs to substitute animal proteins with a plant-based alternative that is both familiar and easy to use.

SWAP Chicken is crafted using SWAP’s proprietary ‘Umisation’ protein platform. This process structures plant proteins into fibers that replicate the texture of muscle meat without the use of high heat or intense pressure. The platform uses only eight clean-label ingredients and excludes artificial flavors, colorants, and texturizers, maintaining a focus on natural and high-quality ingredients. This novel method not only makes the production process more sustainable but also allows the product to maintain a clean ingredient list—something that increasingly matters to consumers.

Each 90g filet of SWAP Chicken offers 19 grams of protein, providing a substantial protein source for those looking to reduce or eliminate animal products from their diet. SWAP Chicken is free from GMOs, added gluten, and cholesterol, making it a suitable choice for a variety of dietary needs. Its thick filets cook evenly and can be marinated, breaded, sliced, or cubed, whether served warm or cold. With this level of versatility, SWAP Chicken offers an adaptable option for chefs looking to expand their plant-based menu offerings without sacrificing taste or texture.

The launch of SWAP Chicken comes at a time when more consumers, often called ‘conflicted consumers,’ are interested in the taste and protein benefits of meat but are increasingly concerned about the impact of meat consumption on their health, the environment, and animal welfare. A recent survey found that 83% of Americans have concerns about factory farming. However, traditional plant-based options often fall short on taste, texture, and nutritional quality, leading to consumer skepticism. SWAP Food seeks to address these concerns by delivering a plant-based chicken that aligns with familiar flavors and textures, helping to reduce the need for animal meat without compromising on the dining experience.

Maurel emphasized SWAP’s goals. “We set out to create a product that would make it easy for people to explore plant-based options without feeling like they’re sacrificing anything. SWAP Chicken’s flavor, clean ingredient list, and versatility allow chefs to recreate traditional recipes using only plant-based ingredients. Our hope is to broaden menu options, making it easier than ever for restaurants and consumers to SWAP animal meat for plant protein.”

Since the rebranding, SWAP Food has already gained traction in Chicago’s vibrant food scene. Several popular restaurants, including The Chicago Diner, Spirit Elephant, Soul Veg City, Majani, Duke's Alehouse, Clucker's Charcoal Chicken, and SteMartaen Vegan Catering, have added SWAP Chicken to their menus. These partnerships showcase the adaptability of SWAP Chicken in a range of culinary settings, from casual dining to upscale plant-based eateries.

As a Certified B Corporation, SWAP Food underscores its dedication to positive social and environmental impact. This certification reflects the company’s values and reinforces its commitment to sustainability and community engagement. SWAP Food is not only focused on providing plant-based alternatives but also on contributing to a more sustainable food system by reducing reliance on animal agriculture.