Reigning Formula One world champion Lewis Hamilton has launched a plant-based burger chain, Neat Burger.
Hamilton has paired up with Beyond Meat and UNICEF ambassador Tommaso Chiabra to found the company which hopes to "transform the way people see plant-based food". The first Neat Burger will open just off London's Regent Street on Sept. 2 and the company hopes to have 14 restaurants in operation within two years.
Hamilton, who himself switched to a plant-based diet in 2017, said in a statement he is "passionate about being kinder to our world". The Mercedes driver elaborated on the plan ahead of this weekend's Belgian Grand Prix, where he arrives leading the championship by a massive 62 points.