Lewis Hamilton launches first plant-based sustainable burger chain: Neat Burger

11-Sep-2019 - United Kingdom

Five-time FIA Formula 1 World Champion Lewis Hamilton is working with The Cream Group and investors, including Tommaso Chiabra, UNICEF ambassador and former supporter of Beyond Meat, to revolutionize the fast food industry by jointly launching Neat Burger, the first plant-based sustainable burger chain of its kind, as an exciting new concept. Neat Burger will open its first store on 2 September and promises to change the way people see plant-based food. The new chain will appeal equally to people who follow a purely vegetable diet, as well as curious people who want to try the delicious, meat-free dishes, which are also more sustainable, healthier and more ethical. Following the opening of the first restaurant directly on Regent Street, the team has ambitious plans to expand the concept worldwide with 14 franchises to be built in the next 24 months. Neat Burger will serve unique boulets created specifically by his team of chefs in collaboration with Beyond Meat, a vegetable meat alternative that forms the basis for the burgers. The menu consists of the three most important burgers - "The Neat", "The Cheese" and "The Chick'n", as well as "The Hot Dog", which are served with side dishes such as thin French fries, sweet potato french fries and tater tots. Neat Burger will have Just Water, an eco-conscious drinking water brand launched by Jaden Smith in 2018, as well as Lemonaid ethical lemonades, a milk-free soft ice cream and coconut and soy milk shakes in stock. Ryan Bishti of The Cream Group says: "Neat Burger aims to change the way we see our eating habits. We don't preach or embarrass anyone for eating meat. We offer an alternative that tastes as good as meat, if not better." Tommaso Chiabra says: "The meat industry is the biggest contributor to greenhouse gas emissions and its environmental impact, together with population growth, is no longer sustainable. Neat Burger wants to change the unsustainable food industry and become a driving force for good." Lewis explains: "I am very passionate about protecting our world and respect Neat Burger's commitment to more ethical practices and supporting small businesses. That is why I am very proud to support this initiative." He adds: "But it's also about the product. As someone who has a plant-based diet, I believe we need a healthier high-street option that tastes great, but also offers something interesting for those who only want to eat meat-free once in a while. "Beyond Meat is an incredible partner and I can't wait to work with the team to expand Neat Burger internationally."

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