Five-time Formula 1 champion Lewis Hamilton has launched a new plant-based, sustainable burger chain.
Hamilton has collaborated with hospitality organisation The Cream Group and investors including Tommaso Chiabra - an early backer of Beyond Meat - to launch Neat Burger, which the Mercedes driver says holds “a commitment to ethical practices and being kinder to our world.”
The first branch opened in London on Monday, while the restaurant says it has plans to open 14 franchises around the world in the next 24 months.
The menu will feature a series of Beyond Meat-based burgers and will stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018.
"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," said Hamilton. "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.”