French food-tech brand Umiami is rolling out its plant-based chicken product in Switzerland, with listings in 165 Coop stores.

The company’s 100% plant-based fillet is designed to mimic meat in every way including taste, texture and colour. It contains under ten ingredients and no texturing agents or methylcellulose. The product can be grilled, breaded, fried and marinated for use in a range of dishes.

Founded in 2020 by Tristan Maurel, Martin Habfast and Clemence Pedraza, Umiami aims to provide a tasty alternative to “help lifelong meat-eaters transition toward a more plant-based diet”.

Swiss distribution specialist FFF Fresh & Frozen Food has chosen to launch its new product in Umiami colours and under the Umiami name to raise its profile on the Swiss market. The analogue chicken fillet is usually sold as a white label product, but will be distributed in packaging bearing the start-up’s brand image.

According to 2023 research produced by Coop in partnership with LINK, the Swiss market has seen 63% of consumers choosing to adopt a flexitarian diet this year, compared with 40% in 2012. 27% of the Swiss population said they regularly eat vegan substitutes, and 54% of diners had already tried similar products.

Tristan Maurel, founder and CEO of Umiami, said: “It’s a real mark of recognition that our product has already been selected by experts in the distribution and retail sectors”.

“This choice not only proves that our technology meets a real demand, but also that the major Swiss food industries are sensitive to our commitments.”

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