Fable introduces plant-based ready meals

27th October 2020 | Eativity editors

Fable Food Co has launched a new range of premium plant-based slow-braised meat ready meals into Woolworths stores across Australia as consumer demand for plant-based food and meat alternatives continues to surge.

Backed by celebrity chef Heston Blumenthal, Fable Food Co first released its shiitake mushroom-based slow-cooked meat product in 2019. Now Fable has expanded its range, adding three ready meals including chilli con carne, stroganoff and rogan josh.

The entire Fable range is 100 percent natural, vegan friendly and uses minimally processed shiitake mushrooms together with all-natural plant-based ingredients. Leveraging the nutritious benefits and natural flavours of mushrooms that make meat so appealing, Fable’s plant-based protein was developed by mycologist Jim Fuller and 2018 Australian Organic Farmer of the Year Chris McLoghlin. Combining the pair’s knowledge of mushrooms, farming, nutritional science and chef experience, Fable has forged new ground in the alternative meat market with its unique braised meat texture that packs an umami punch.

Fable’s chilli con carne: all the chilli, none of the carne.

Demand for plant-based meat continues to grow in Australia, with around one in three Aussies making the conscious decision to reduce their meat consumption. As more consumers look for nutritious plant-based options that taste great but are also easy to prepare, Fable’s single serve plant-based meals are ready to heat and eat in 3 minutes.

Fable first launched its signature mushroom meat in Woolies in June this year, and in its first weeks, the product sold out in Queensland, South Australia and Western Australia.

Fable’s original product has been a hit with consumers since its launch.

“We’re stoked to launch our plant-based ready meals in Woolworths, making it easier than ever for Aussies to incorporate more plant-based proteins into their diets,” says Michael Fox, co-founder and CEO of Fable.

“We created Fable because we believe clean plant-based proteins can be as delicious as the real thing. We want to make plant-based options more accessible and appealing to all, and ultimately make it a regular feature on Aussie dining tables.”

Fable’s Plant-Based Braised Beef has been endorsed by celebrity Chef Heston Blumenthal and features on the menus of his Michelin Star restaurants in the UK as well as in over 100 restaurants across Australia. Earlier this year, Fable partnered with Marley Spoon and launched in select Harris Farm Markets in NSW.

You can find Fable ready meals in most Woolworths stores in the refrigerated meals section. Find out whether your local Woolworths stocks Fable here.

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