Five-time Formula One world champion Lewis Hamilton is collaborating with hospitality organisation The Cream Group and other investors to launch Neat Burger – the first international, plant-based burger chain.

“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. “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.”

Opening its first site on Monday (September 2), Neat Burger intends to transform the way people see plant-based food by appealing not only to those who follow plant-based diets, but any individuals – meat-eaters included – who want dishes that are more sustainable, healthier and ethical.

Neat Burger will serve patties specially created by a team of chefs in collaboration with Beyond Meat, a plant-based meat alternative, and which forms the basis for the burgers.

“Neat Burger aims to change the way we view our eating habits,” said restaurateur Ryan Bishti of The Cream Group. “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.”

The team plans to expand the concept globally with 14 franchises scheduled in the next 24 months. Backers of the project include Unicef ambassador and early backer of Beyond Meat Tommaso Chiabra. 

“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,” said Chiabra. “Neat Burger aims to disrupt the non-sustainable food industry and become a force for good.”