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Lewis Hamilton to launch plant-based burger chain

PLANT-BASED: Lewis Hamilton is launching an international meat-free burger chain

FIVE-TIME FIA Formula One World Champion, Lewis Hamilton is launching a plant-based burger chain.

Hamilton is collaborating with hospitality organisation The Cream Group and investors including UNICEF Ambassador and early backer of Beyond Meat, Tommaso Chiabra for the project, Neat Burger, which aims to revolutionise fast food.

The team behind the plant-based project say it will be the first international, burger chain of its kind and promise to transform the way people see plant-based food by appealing not only to those who follow plant-based diets, but any individuals - meat-eaters included - who want delicious, meat-free dishes that are more sustainable, healthier and ethical.

Hamilton said: “I’m very passionate about being kinder to our world and also really respect Neat Burger’s commitment to more ethical practices and supporting small businesses, so this is something I’m also really proud to support.”

FAST FOOD: Five-time F1 champion Lewis Hamilton

He added: “But it is also about the product. As someone who follows a plant-based diet, I believe we need a healthier high street option that tastes amazing but also offers something exciting to those who want to be meat-free every now and again."

Neat Burger's first site is set to open on September 2 in just off London's Regent Street. And the team has ambitious plans to expand the concept globally with 14 franchises scheduled in the next 24 months.

Neat Burger will serve unique patties, specially created by their team of chefs in collaboration with Beyond Meat, a plant-based meat alternative, which forms the basis for the burgers. The menu will consist of three, core burgers - "The Neat", "The Cheese" and "The Chick’n", as well as "The Hot Dog", with sides including skinny fries, sweet potato fries and tater tots.

To help customers wash down their choice of Neat Burger, the chain will stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018, as well as ethical Lemonaid sodas, dairy-free, soft serve, coconut and soya-based milkshakes and plant-based alcoholic refreshments in the shape of Toast Ale.

Ryan Bishti of The Cream Group said: “Neat Burger aims to change the way we view our eating habits. We’re not preaching or shaming people for eating meat. We’re offering an alternative that tastes as good as, if not better than meat.”

“The meat industry is the biggest contributor to greenhouse emissions and its environmental impact is no longer sustainable together with the growth of the population. Neat Burger aims to disrupt the non-sustainable food industry and become a force for good," said Tommaso Chiabra.

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