Move over Toblerone, Jaden Smith has taken his taste buds to Umami Burger. As part of the burger chains latest Artist Series collaboration, the partnership let the “Batman” rapper create his own signature Impossible burger Trio. How are they impossible? Each burger doesn’t actually contain any meat in them.
“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,” Smith states in the video above. “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.”
These new burgers, which are flavored as normal, Korean barbecue, and Umami barbecue will be available through the end of 2017. The trio use about 75 percent less water, 87 percent less greenhouse gases and about 95 percent less land than conventional ground beef. Umami will also offer Jaden Smith’s eco-friendly water line, JUST water.
The Impossible Trio, which was unveiled during the Artist Series launch party at the Umami Burger location in LA’s The Grove, will be available for $15, with $1 going to hurricane relief efforts at participating locations. Will you cop?
Check out Jaden Smith’s cover story in Highsnobiety Magazine Issue 15, which is available now from our online store, as well as at fine retailers worldwide.