Plant-Based ‘Slow-braised Meat’ Fable Hits Woolworths Making Vegan Food More Accessible


With the rise of Instagram influencers, considerations about local weather change and the ethics of animal agriculture, the plant-based motion is gaining momentum and pretend meat is being discovered in additional areas than ever earlier than.

Plant-based protein akin to Quorn and Tofurky can now be bought in most supermarkets and quick meals chains akin to Hungry Jacks and Grill’d are providing plant-based burgers crammed with Beyond Meat and Impossible Foods patties.

Fable Plant-based Slow Braised Meat

Australian plant-based meals enterprise Fable Food Co (Fable), based by former positive eating chef and mycologist Jim Fuller, natural mushroom farmer Chris McLoghlin and former Sneakers of Prey co-founder, Michael Fox, has simply launched its new Plant Based mostly Braised Beef’ in 600 Woolworths locations across Australia in time for World Meat Free Week.

Made with 62% shiitake mushroom and different all-natural plant-based substances, Fable is minimally processed however packs a savoury umami punch and can be utilized to exchange conventional braised meat. The model even boasts superstar chef Heston Blumenthal amongst its followers, with the famend chef that includes Fable’s different meat on the menu of his two-hatted Dinner By Heston restaurant in Melbourne.


“Leveraging the pure advantages of shiitake mushrooms, Fable goes past changing meat, it must be in a class of its personal!” Blumenthal stated of Fable’s different protein in a media launch.

Plant-based proteins are more and more well-liked as one in three Australians actively search to chop down on meat consumption. In accordance with market analysis agency Euromonitor International, Australia is projected to be the third-fastest rising vegan market on the earth, behind United Arab Emirates and China. The agency predicts that the nation’s packaged vegan meals market is ready to succeed in $215 million by the yr’s finish. By 2030, the meals class is predicted to be valued at $140 billion.


After launching in December 2019, Fable’s speedy success and skill to safe a spot on the cabinets of one in all Australia’s largest grocery store chains is a optimistic sign for the vegan meals motion in Australia.

“Bringing plant primarily based protein to extra Aussies across the nation with a model as iconic as Woolworths is an outstanding feeling,” stated Michael Fox, co-founder and CEO of Fable.

“We created Fable, not solely as a result of we consider that plant-based proteins could be as scrumptious as meat, but additionally that they need to be broadly accessible for all.

“We’ve had numerous prospects ask for extra methods to get Fable to allow them to prepare dinner at dwelling so we will’t wait to see what sort of culinary masterpieces they create now they’ll discover it at Woolworths.”  

Woolworths customers can discover Fable with different refrigerated protein alternate options subsequent to the meat part. A 250g pack of Fable Sluggish Braised Beef is priced at $8.50.

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All photographs courtesy of Natalie Nguyen.

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