Products & Launches

Fable Foods’ Vegan Beef Ready-Meals Expand Across Australia

Fable Foods expands its line of plant-based ‘slow-braised meat ‘ready meals into Woolworths and Spar as consumer demand for plant-based food surges in Australia. 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 and across Australia.

Fable’s meat is created with trending ingredient mycelium and was developed by fine-dining chef and mushroom scientist Jim Fuller.

With one in three Australians making the conscious decision to reduce their meat consumption, retailers such as Woolworths are constantly expanding their vegan ranges in order to keep up with demand for nutritious plant-based options that are delicious and easy to prepare. Demand for the product in Woolworths has been high since launch, with the product reportedly selling out in QLD, VIC and SA stores in its first weeks on shelves.

Fable Foods
©Fable Foods

The addition of 3 premium ready meals to the Woolworths range consists of:

  • Chilli Con Carne – a plant-based braised beef chilli, stewed with tomatoes, kidney beans, chipotle chilli and traditional Mexican spices, served with basmati rice.

  • Stroganoff – a tomato stewed sauce with plant-based braised beef, served with creamy potato mash.

  • Rogan Josh – an aromatic curry with chunks of plant-based braised beef seasoned with mouth-watering spices, served with basmati rice.

“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.

“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.

Fable Foods Michael Fox
©Fable Foods

“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 is available in Woolworths, Harris Farm Markets, Marley Spoon and in various restaurant menus around Australia, Singapore and the UK.

Click here to read our interview with the Fable Foods founders from this summer.

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