Formula One world champion Lewis Hamilton has set his sights on the race to modernise the fast-food industry.
The first international plant-based burger bar, Neat Burger has just opened its first shop near Regent Street in London and has two more London locations on the cards, a US launch next year, as well as 14 outlets planned across Europe over the next two years.
Neat Burger will make use of the Beyond Burger, the beetroot-based burger that “bleeds”, for which one of Hamilton’s co-investors, Tommaso Chiabra, was one of the original backers. The Beyond Burger leaves out the cholesterol and uses peas to provide the protein, beet for juiciness and coconut oil and potato starch for texture.
Himself a vegetarian, Hamilton says, “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.”
Hamilton continues, “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 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.”
No word on any expansion plans for Asia just yet, but in the meantime, there are a host of Hong Kong places that serve up the Beyond Burger.
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