Vegan fast-food brand Neat Burger, co-founded by Formula 1 legend Lewis Hamilton and backed by Hollywood star Leonardo DiCaprio, has collapsed into liquidation — just days after Hamilton unveiled a new product for his non-alcoholic drinks brand, Almave.
The company appointed FRP Advisory as liquidator on 22 July 2025, five days before Hamilton competed at the Belgian Grand Prix.
Celebrity-Backed Brand Falls Flat
Launched in 2019, Neat Burger quickly expanded across London, Milan, and New York, offering a plant-based alternative to traditional fast food. But after years of steep losses and a string of closures, the brand was forced to shut its last UK restaurant in April 2025 — costing around 150 jobs.
The decline was swift:
- 2022 losses: £7.9 million
- Half of London branches closed in 2023
- Camden outlet received a two-star food hygiene rating in 2024
- International branches in Milan and New York shut down
Hamilton’s On-Track Struggles Add to Difficult Year
The business collapse comes during Hamilton’s most challenging Formula 1 season to date. Since joining Ferrari from Mercedes, the seven-time World Champion has failed to secure a podium in his first 14 races.
At the Hungarian Grand Prix, Hamilton trailed team-mate Charles Leclerc by 49 points and failed to reach Q3 for the third consecutive race weekend — prompting him to call himself “useless” and even suggest Ferrari should replace him.
“It’s just me every time. I’m useless, absolutely useless. Team has no problem – you’ve seen the car’s on pole. They probably need to change driver,” Hamilton admitted.
Retirement Rumours Quashed
Speculation over Hamilton’s retirement swirled after he teased a “major announcement” on 8 August. However, it turned out to be unrelated to F1 — instead marking the launch of a new Almave product.
A Year to Forget for the Champion
With his business empire taking a hit and his F1 performance under intense scrutiny, 2025 is shaping up to be one of the toughest years of Hamilton’s career — both on and off the track.
