Vegan Formula 1 champ Lewis Hamilton is launching a vegan burger chain starting with a site in London.

The animal lover’s new venture named Neat Burger has ambitions to open 14 sites globally in the next two years.

Hamilton is working with Beyond Meat investor Tommaso Chiabra and hospitality company The Cream Group to launch the plant-based offer on Princes Street on September 2.

“Neat Burger promises 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 delicious, meat-free dishes that are more sustainable, healthier and ethical,” the company revealed.

The menu, which has been created in collaboration with Beyond Meat chefs, will include ‘the neat, the cheese and the chick’n’ as well as a plant-based hot dog.

“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 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 exciting to those who want to be meat-free every now and again.”

Neat Burger will also stock Jaden Smith’s environmentally friendly Just Water along with a range of ethical soft drinks, vegan soft serve ice cream and coconut-based milkshakes.

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

• Read: Vegan fried chicken coming to KFC

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Oli Gross

Oli Gross is a writer and editor at Totally Vegan Buzz. His background is in local newspaper and magazine journalism, and his work has included reporting court cases, celebrity interviews, business analysis, food and drink features and government legislation. Oli’s career and personal ethical values both help shape his reporting of the diverse world of veganism. At Totally Vegan Buzz he specialises in breaking news and features on animal rights activism. Follow him on Twitter @Oli_Gross12

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