Lewis Hamilton is set to launch the first international burger chain dedicated to plant-based dishes.
Neat Burger will open its first site on September 2 near Regent Street in London and is being advertised as a "delicious" alternative for non-meat eaters and meat eaters alike.
Diners will be able to try burgers with a plant-based meat alternative produced by chefs in collaboration with Beyond Meat.
Consisting of three main burgers - 'The Neat,' 'The Chick'n' and 'The Cheese' and also 'The Hot Dog' - the menu will give customers the opportunity to eat a healthier and more ethical meal.
They will also offer skinny fries, sweet potato fries and tater tots.
Lewis has spoken about the new venture: “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.
"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.
“Beyond Meat is an incredible partner and I can’t wait to work with the team to expand Neat Burger internationally.”
Neat Burger has also teamed up with the eco-conscious brand Just Water and will serve ethical Lemonaid sodas and dairy-free, soft serve, coconut and soya-based milkshakes.
Plant-based alcohol refreshments will be provided in Toast Ale.
Ryan Bishti of The Cream Group says: “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.”
Tommaso Chiabra added: “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”
There are plans to grow the brand internationally with 14 franchises planned over the next 24 months.
