Woolworths expands plant-based range with Fable’s premium ready meals

Posted by Media Release Agency on 29th October 2020

Fable Food Co launches its premium plant-based braised beef ready meals range in Woolworths stores across Australia.

Backed by celebrity chef Heston Blumenthal and developed by resident fine dining chef and mushroom scientist Jim Fuller, Fable’s Plant-Based Braised Beef launched into Woolworths in June. The addition of 3 premium ready meals to the Woolworths range includes:

  • Chilli Con Carne, a hearty and flavour-filled plant-based braised beef chilli, stewed with tomatoes, kidney beans, chipotle chilli and traditional Mexican spices, served with basmati rice.
  • Stroganoff, a heart warming, tomato stewed sauce with plant-based braised beef, served with hearty dollops of creamy potato mash.
  • Rogan Josh, aromatic curry with melt-in-your-mouth chunks of plant-based braised beef seasoned with mouth-watering spices, served with basmati rice.

The entire Fable range is all 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 help make meat so appealing, Fable’s plant-based protein was developed drawing from the decades of expertise of Chief 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 meat alternative market with its unique sumptuous braised meat texture that packs a savoury umami punch.

Demand for plant-based meat has surged in Australia, with one in three Aussies making the conscious decision to reduce their meat consumption, according to independent organisation Food Frontier. As more consumers look for nutritious plant-based options that are delicious and easy to prepare, Fable is making plant-based meal preparation easier than ever. The convenient and delicious single serve plant-based meals feature Fable’s signature premium plant-based braised beef and are ready to heat and eat in 3 minutes.

Woolworths has seen growing demand for plant-based foods and has rapidly expanded their range of meat alternatives and plant-based ready meals to meet consumer demand.

“Plant-based options are becoming increasingly popular with our customers, and we’re expanding our product range to meet the continued growth in demand. We’re excited to offer Fable’s ready meals to give Aussies even more options for delicious plant-based food options,” said Leigh Gallen, Woolworths Category Manager, Ready Meals.

Fable’s ready meals launch comes less than 12 months after the launch of its flagship Plant-Based Braised Beef in December 2019, and just 4 months after the brand launched in over 600 Woolworths locations nationwide. Demand for the product in Woolworths has been high since launch, with the product selling out in QLD, VIC and SA stores in its first weeks on shelves.

“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,” said 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 to bring plant-based meat to more Aussie kitchens, and launched in select Harris Farm Markets in NSW.

Aussies can find Fable’s ready meals in most Woolworths stores in the refrigerated meals section. The ready meals come in 350g serving packs for $10. Find out whether your local Woolworths stocks Fable here.