Umami Burger And Impossible Foods Collaborate With Jaden Smith For New Limited Time Mashup

Since May 2017, Umami Burger, the unparalleled premium burger restaurant, has introduced the famed meatless 'Impossible Burger' to over 20 US locations coast-to-coast in partnership with Impossible Foods. Expanding on the successful partnership, the innovative burger brand just unveiled its latest Artist Series collaboration with Jaden Smith, aptly named 'Jaden's Impossible Trio.' From now through the end of the year, participating Umami Burgers nationwide will offer these exclusive sliders, with $1 from every Jaden's Impossible Trio benefiting American Red Cross hurricane relief efforts.

Speaking to the inspiration behind the new collaboration, Sam Nazarian, Founder & CEO of sbe, Umami Burger's majority shareholder, states: "sbe is known for bringing together like-minded partners across industries. Now that we've taken Umami's Impossible Burger nationwide, we wanted to celebrate the launch with another incredible Artist Series. With Jaden Smith's undeniable passion for healthy living and strong social influence, we're pleased that by creating this limited-time trio, one important cause can help fuel another."

Jaden Smith adds: "From the first time I tasted the Impossible Burger, I knew I wanted to be part of the positive change that Umami and Impossible Foods were creating. They are at the forefront of food and technology and continue to move into the future of plant based diets. I'm excited to celebrate this social impact and bring the youth with me."

A brand that remains ahead of the curve, Umami Burger continually brings together partners from the arts and design, to food and beverage, to pop culture and celebrity, inclusive of Alton Brown, Cameron Dallas, and most recently Cindy Crawford and Rande Gerber. Now, with its latest Artist Series collaboration, Umami is teaming up with Jaden Smith to create a brand new, environmentally conscious dining experience. Along with Jaden's Impossible Trio, which uses roughly 75% less water, generates about 87% fewer greenhouse gases and requires around 95% less land than conventional ground beef, participating Umami Burgers will also be offering JUST water, the famous paper based water bottle made from 82% renewable sources, through December 31, 2017.

Umami Burger will be hosting its Artist Series launch party at its location at The Grove in Los Angeles on October 11th, in partnership with JUST water, Impossible Foods and New Balance. For the event, the athletics brand will be the sneaker of choice for Umami employees, showcasing its 574 model. This will be the first project between New Balance and Umami, kicking off further opportunities for a wider brand partnership.

Jaden's Impossible Trio includes: Impossible slider with anImpossible patty, caramelized onion, American cheese, miso-mustard, house spread, dill pickles, lettuce, and tomato; Korean BBQ slider with an Impossible patty, gochujang glaze, caramelized kimchi, sesame aioli, Korean ketchup, and scallion-cilantro salad; and U-BBQ slider with an Impossible patty, American cheese, Umami BBQ sauce, tempura serranos, and smoked salt onion strings.

The trio is available for $15 at participating Umami Burger locations nationwide through December 31, 2017. Watch this video to learn more about the culinary creation and innovative collaboration.

For more information on where to find 'Jaden's Impossible Trio' at Umami Burger, visit umamiburger.com or follow @umamiburger or #umamiXJaden on Facebook, Twitter and Instagram.

ABOUT UMAMI BURGER:
Founded in Los Angeles in 2009, Umami Burger has been named GQ's "Burger of the Year," Men's Journal's "Best Burger in America" and one of the "25 Most Innovative Consumer Brands of 2016" by Forbes' CircleUp25. Currently, Umami Burger has 25 restaurants in California, New York, Illinois, Nevada and Japan with additional locations planned around the world, including nine more locations in Japan. sbe, the Los Angeles-based leading lifestyle hospitality company that develops, manages and operates award-winning hospitality venues, is Umami Burger's majority shareholder. For more information on Umami Burger, please visit umamiburger.com or follow @umamiburger or #umamiburger on Facebook, Twitter and Instagram.

ABOUT IMPOSSIBLE FOODS:
Based in Redwood City, California, Impossible Foods makes delicious, nutritious meat and dairy products directly from plants with a much smaller environmental footprint than those produced from animals. The privately held company was founded in 2011 by Patrick O. Brown, M.D., Ph.D., formerly a biochemistry professor and Howard Hughes Medical Institute investigator at Stanford University. Investors include Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Open Philanthropy Project and Temasek. More information:

• impossiblefoods.com
• Twitter.com/impossiblefoods
• Facebook.com/impossiblefoods
• Press Kit

ABOUT JUST:
Founded in 2015, JUST is a consumer goods company dedicated to producing responsibly sourced quality products, contained in sustainably innovative packaging. The first product, JUST water is 100% spring water ethically sourced from Upstate New York, packaged in a bottle made of 82% renewable resources. The company mission to create environmental and social value along the supply chain, extends to partnerships with environmental non-profits, key members of the science and innovation community, as well as university collaborations, event alliances and community projects. JUST water is sold in North America at over 15,000 retail locations. For more information please visit www.justwater.com

ABOUT NEW BALANCE:
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Manufactured in the U.S. for over 75 years and representing a limited portion of our U.S. sales, New Balance Made U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 6,000 associates around the globe, and in 2016 reported worldwide sales of $3.8 billion. To learn more about New Balance, please visitwww.newbalance.comand for the latest press information please visit http://newbalance.newsmarket.com.

ABOUT sbe:
Established in 2002 by Founder and CEO Sam Nazarian, sbe is a privately-held, leading lifestyle hospitality company that develops, manages and operates award-winning hotels, residences, restaurants and nightclubs. Through exclusive partnerships with cultural visionaries, sbe is devoted to creating extraordinary experiences throughout its proprietary brands with a commitment to authenticity, sophistication, mastery and innovation. Following the acquisition of Morgans Hotel Group, the pioneer of boutique lifestyle hotels, sbe has an unparalleled global portfolio featuring 22 world-class lifestyle hotel properties in 9 attractive gateway markets and more than 136 global world-renowned hotel, entertainment and food & beverage outlets. The company is uniquely positioned to offer a complete lifestyle experience - from nightlife, food & beverage and entertainment to hotels and residences, and through its innovative customer loyalty and rewards program, The Code, as well as its award-winning international real estate development subsidiary, Dakota Development - all of which solidify sbe as the preeminent leader across hospitality. sbe will continue its expansion with 13 hotel properties opening in the next two years (some with residences), including SLS Baha Mar and SLS LUX Brickell. The company's established and upcoming hotel brands include SLS Hotel & Residences, Delano, Mondrian, Redbury, Hyde Hotel & Residences, Clift, Hudson, Sanderson and St Martins Lane. In addition, sbe has the following internationally acclaimed restaurants and lounges: Katsuya, Cleo, The Bazaar by Jos Andrs, Fi'lia by Michael Schwartz, Umami Burger, Hyde Lounge and Skybar. More information about sbe can be obtained at sbe.com.

AMERICAN RED CROSS
The donation will be split equally to enable the Red Cross to prepare for, respond and help people recover from Hurricanes Harvey, Irma and Maria. The American Red Cross name, Emblems and copyrighted materials are used with its permission, which in no way constitutes an endorsement, express or implied, of any product, service, company, opinion or political position. The American Red Cross logo is a registered trademark owned by the American Red Cross. For more information about the American Red Cross, please visit redcross.org.

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