British Formula 1 champion, Lewis Hamilton, is launching a plant-based burger chain concept intended to “revolutionise” fast food.

The launch of Neat Burger sees Hamilton collaborate with hospitality organisation The Cream Group and investors including Tommaso Chiabra, UNICEF Ambassador and early Beyond Meat backer.

The first site opens on 2 September just off Regent Street in London with the aim of appealing to all diners who want to eat meat-free dishes that are “more sustainable, healthier and ethical”.

There are plans to expand the concept globally with fourteen franchises planned in the next twenty-four months.

The basis for the burgers will be provided by Beyond Meat, a bigwig in the plant-based meat alternatives market.

The menu itself will comprise three core burgers – ‘The Neat’, ‘The Cheese’ and ‘The Chick’n’, as well as ‘The Hot Dog’, with sides including skinny fries, sweet potato fries and tater tots.

Further enhancing its environmental credentials, the fast food joint will also stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018, as well as ethical Lemonaid sodas and dairy-free, soft serve, coconut and soya-based milkshakes.

“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,” said Ryan Bishti of The Cream Group.

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 population. Neat Burger aims to disrupt the non-sustainable food industry and become a force for good.”

For Hamilton, it’s the next stage in his move towards a greener, more environmentally-friendly lifestyle. Last year, he sold his private jet.

“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,” he said.

“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.”