As part of its Artist Series, Umami Burger teamed up with the always interesting Jaden Smith to cook up 3 new Impossible Burgers. The burgers are made with no meat, only veggie ingredients, but supposedly still possess a “meaty” flavor. The Impossible burgers use 75% less water, 87% less greenhouse gases, and 95% less land than conventional ground beef, making it a pretty sustainable dish. Smith’s limited set will include burgers of normal flavored, Korean BBQ, and Umami barbecue.

“I’m trying to satisfy different flavors for people while, at the same time, trying to give them a plant-based burger that they can enjoy. But I also want there to be a social impact and social change aspect to it as well. So one dollar of every burger that is sold through my partnership with Umami is going to be going to a specific for hurricane relief. I feel like this is very important for moving into the future of humanity with the plant-based diets for the world. And this is at the forefront of food technology and I just want to be a part of that positive change.” – Jaden Smith

The Impossible Trio will be available through the end of 2017 for $15 USD with $1 USD supporting hurricane relief efforts at participating Umami Burger locations.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.

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