Umami Burger x IMPOSSIBLE x Jaden Smith Launch Party

Changing the World - Three Sliders at a Time

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Oct 12, 2017, 11:10 ET

LOS ANGELES, Oct. 12, 2017 /PRNewswire/ -- 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.

Umami Burger x Jaden Smith Artist Series Launch Event

Chief Brand Officer at sbe Michele Caniato, actor Jaden Smith, COO of Impossible Foods David Lee, CEO of sbe's Disruptive Restaurant Group and Umami Burger Daniel del Olmo and Umami Burger COO Gregg Frazer attend the Umami Burger x Jaden Smith Artist Series Launch Event at The Grove on October 11, 2017 in Los Angeles, California

Jaden Smith and Jada Pinkett Smith attend the Umami Burger x Jaden Smith Artist Series Launch Event at The Grove on October 11, 2017 in Los Angeles, California.

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.

For more information on 'Jaden's Impossible Trio', watch this video, visit umamiburger.com or follow @umamiburger or #umamiXJaden on Facebook, Twitter and Instagram. Umami Burger is part of global lifestyle hospitality group, sbe.

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:

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 visit www.newbalance.com and 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, Mondrian Doha 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 José Andrés, 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.

Press contact:
Devan Pucci, [email protected]

SOURCE sbe