Plant based ‘slow-braised meat’ Fable hits Woolworths shelves in 600 locations

Posted by Media Release Agency on 18th June 2020

Fable Food Co (Fable) has launched its new ‘Plant Based Braised Beef’ in 600 Woolworths locations across Australia. 

Fable is a delicious, versatile ingredient that you can use anywhere you’d normally use braised meat. Fable is 62% shiitake mushroom (but doesn’t taste ‘mushroomy’) and this whole food base is complemented with other all natural plant based ingredients, packing a savoury umami punch and sumptuous texture. 

Backed by celebrity Chef Heston Blumenthal, Fable crafts Australia’s most delicious and healthy plant based protein. It was founded by former fine dining chef and mycologist Jim Fuller, organic mushroom farmer Chris McLoghlin and former Shoes of Prey co-founder, Michael Fox. 

Heston has featured Fable on the menus of his Michelin Star restaurants and said:

“Leveraging the natural benefits of shiitake mushrooms, Fable goes beyond replacing meat, it should be in a category of its own!”

Plant based proteins are going mainstream as one in three Australians actively look to cut down on meat intake. The category is predicted to be worth upwards of $140 billion by 2030. After launching in December 2019, Fable has become a homegrown smash success by creating a minimally processed plant-based protein that’s good for you and for the planet.  

Michael Fox, co-founder and CEO of Fable, said:

“Bringing plant based protein to more Aussies around the country with a brand as iconic as Woolworths is a phenomenal feeling. We created Fable, not only because we believe that plant-based proteins can be as delicious as meat, but also that they should be widely available for all. We’ve had countless customers ask for more ways to get Fable so they can cook at home so we can’t wait to see what kind of culinary masterpieces they create now they can find it at Woolworths.”  

Aussies can find Fable Braised Beef with the refrigerated meat alternatives, just next to the meat section. It comes in a 250g pack for $8.50. Is your local Woolworths on the list? Check here.