Remember those meat-inspired plant-based burgers that bleed like the real thing? Wednesday (Oct.11), Jaden Smith officially launched his own take on Impossible Foods’ collaboration with Umami Burger in Downtown LA, bringing socially and health-conscious dining options to the masses with a touch of his own creative direction. His menu options will be available at 20 locations nationwide beginning Thursday (Oct. 12).
“Jaden’s Impossible Trio” consists of three sliders; one being a slight riff on the Americana classic with caramelized onion, American cheese, miso-mustard, house spread, dill pickles, lettuce, and tomato (the Impossible slider); the second incorporating Korean elements like gochujang glaze, caramelized kimchi, sesame aioli, Korean ketchup, and scallion-cilantro salad (the Korean BBQ slider); and the third kicking up the heat with American cheese, Umami BBQ sauce, tempura serrano, and smoked salt onion strings (the U-BBQ slider).
You can get all three for $15; for every trio purchased, $1 will be donated to the American Red Cross in support of (obviously) much-needed hurricane relief. Jaden’s JUST Water, an ethically sourced, produced, and packaged spring water brand, is also available at all Umami Burger locations until 12/31.
Umami Burger CEO Daniel del Olmo tells Billboard Style: “We collaborate with artists and well-known personalities for our Umami Burger Artist Series to give our guests new ways to connect with their favorite stars while supporting important causes. Jaden’s Impossible Trio is a brand new, environmentally conscious dining experience benefitting the American Red Cross hurricane relief efforts, and we’re excited to roll it out nationwide in partnership with Jaden, Impossible Foods, and JUST water.”
Jaden is no stranger to ethical and humanitarian initiatives; it’s something that has played a prominent role in many of his endeavors of late. “I feel like this is very important for moving into the future of humanity with the plant-based diets for the world,” he shares. “[The Impossible Trio] is at the forefront of food technology and I just want to be a part of that positive change.”
Suddenly, we’re feeling way more cool with vegetable blood.