New fast food chain Neat Burger is launching in London at the start of September, and already has one world-level superfan onboard; Lewis Hamilton. The F1 star is "collaborating" with the group behind the chain, which we assume means shoving in a few of his racing millions to help fund its launch and expansion and posing with the odd burger for the press.
Neat Burger is to sell entirely plant-based alternative meat products, including stocking a range developed in collaboration with celebrated innovator in veggie foodstuffs Beyond Meat. Rather than solely go after the vegetarian pound the chain suggests anyone after a "sustainable, healthier and ethical" fast food option might like to give it a go, as rumour has it that some of these beet-blooded burgers are quite good nowadays.
Hamilton said: "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."
The first Neat Burger is opening on London's Princes Street on September 2. That's a Monday and Lewis only has to get back from his day job at Spa-Francorchamps on the Sunday, so could well be there. [Neat Burger]