Umami Burger x IMPOSSIBLE x Jaden Smith Launch Party
LOS ANGELES: Building on Umami Burger and Impossible Foods' buzzed-about plant-based Impossible Burger, the premium burger brand teamed up with Jaden Smith for its latest Artist Series.
"Jaden's Impossible Trio" - a brand new, environmentally conscious dining experience - will be available in participating Umami Burgers nationwide starting today, with $1 from every sale benefiting American Red Cross hurricane relief efforts.

To celebrate, sbe, Umami Burger's majority shareholder, hosted a launch party at its location at The Grove in Los Angeles with Jaden Smith, in partnership with Impossible Foods, JUST water, and New Balance. Close to 300 guests attended the event including Jada Pinkett Smith; Daniel del Olmo, CEO of Disruptive Restaurant Group and Umami Burger; David Lee, COO of Impossible Foods; Drew Fitzgerald, Co-Founder of JUST water; Jarrett Barrios, CEO of American Red Cross, Los Angeles Region; influencers; and media. Guests were served the trio on passed trays along with other Umami favorites.

The trio is available for $15 at participating Umami Burger locations nationwide through December 31, 2017. 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.

Jaden's Impossible Trio includes: Impossible slider with an Impossible 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.

(Posted on 20 October 2017, 1679699914 18O206O92O240)