FIA Formula One World Champion Lewis Hamilton has partnered with hospitality company The Cream Group and other investors to launch the first plant-based sustainable burger chain.
Neat Burger will open its first in Regent Street in London on 2 September with plans to expand the concept with 14 franchises in the next 24 months globally.
Other investors in the partnership include UNICEF ambassador Tommaso Chiabra.
Chiabra said: “The meat industry is the biggest contributor to greenhouse emissions and its environmental impact is no longer sustainable together with the growth of population.
“Neat Burger aims to disrupt the non-sustainable food industry and become a force for good.”
The Cream Group Ryan Bishti 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.”
A team of chefs from Neat Burger has partnered with Beyond Meat to create patties, which will be used in the burgers.
The menu will feature three core burgers including The Neat, The Cheese, and The Chick’n, as well as The Hot Dog.
The restaurant will also offer a range of sides such as skinny fries, sweet potato fries and tater tots along with water from eco-conscious brand Just Water, ethical Lemonaid sodas and dairy-free, soft serve, coconut and soya-based milkshakes.
Hamilton added: “As someone who follows a plant-based diet, I believe we need a healthier high street option that tastes amazing but also offers something exiting to those who want to be meat-free every now and again.
“Beyond Meat is an incredible partner and I can’t wait to work with the team to expand Neat Burger internationally.”