Fable: Plant-based ready meals are being introduced at Woolworths – and...

Woolworths is now partnering with Fable Food Co. to sell a new line of ready-to-eat plant-based meals in Australian supermarkets.

The range of ready-made meals is natural, vegan-friendly and uses minimally processed shiitake mushrooms along with other vegan ingredients.

The three new dishes include a delicious chili con carne, stroganoff and a rogan josh to melt in your mouth.

All three products are available from the chilled meals department in Woolworths supermarkets and come in 350g portion packs for $ 10 each.

Fable vegetable braised beef priced at $ 8.50 was also recommended by celebrity chef Heston Blumenthal and is featured on the menus of its Michelin-starred restaurants in the UK as well as over 100 restaurants across Australia.

The range of ready-made meals is natural, vegan and uses minimally processed shiitake mushrooms along with other plant-based ingredients

Fable vegetable braised beef, recommended by celebrity chef Heston Blumenthal (pictured) and developed by resident gourmet chef and mushroom scientist Jim Fuller, was introduced to Woolworths in June

Fable vegetable braised beef, recommended by celebrity chef Heston Blumenthal (pictured) and developed by resident gourmet chef and mushroom scientist Jim Fuller, was introduced to Woolworths in June

Fable vegetable braised beef, recommended by celebrity chef Heston Blumenthal (pictured) and developed by resident gourmet chef and mushroom scientist Jim Fuller, was introduced to Woolworths in June

Fable’s vegetable protein was developed from decades of experience of Chief Mycologist Jim Fuller and 2018 Australian Organic Farmer of the Year Chris McLoghlin.

Combining the couple’s knowledge of mushrooms, agriculture, nutrition and cooking experience, Fable has broken new ground in the meat alternative market with its unique, luscious braised meat structure that offers a tasty punch.

According to the independent organization Food Frontier, every third Australian is now making conscious decisions to reduce their meat consumption and increase the demand for plant-based meat.

The new products are available in the chilled meal section and come in 350g portion packs for $ 10 each

The new products are available in the chilled meal section and come in 350g portion packs for $ 10 each

The new products are available in the chilled meals section and come in 350g portion packs for $ 10 each

The practical and delicious single-serve dishes feature Fables first-class plant-based braised beef and can be heated and eaten in just three minutes

The practical and delicious single-serve dishes feature Fables first-class plant-based braised beef and can be heated and eaten in just three minutes

The practical and tasty individual portions offer Fables characteristic premium vegetable-based pot roast and are ready to be heated and eaten in just three minutes

Fable’s new plant-based Woolworths range includes:

Chilli Con Carne: A hearty and tasty braised plant-based beef chilli, steamed with tomatoes, kidney beans, chipotle chilli and traditional Mexican spices, served with basmati rice

· Stroganoff: a heartwarming, vegetable-based, tomato-braised sauce with braised beef, served with hearty drops of creamy mashed potatoes

· Rogan Josh: an aromatic curry with pieces of stewed beef on a plant basis, seasoned with delicious spices, served with basmati rice

· Fabulous vegetable braised beef

The practical and delicious single-serve dishes feature Fables first-class plant-based braised beef and can be heated and eaten in just three minutes.

Leigh Gallen, Category Manager of Woolworths, Ready Meals, said: “Plant-based options are becoming increasingly popular with our customers and we are expanding our range of products to meet the continuing growth in demand.”

“We’re excited to offer Fables ready-made meals to give Aussies even more options for delicious plant-based foods.”

The brand was launched less than 12 months after the flagship Plant-Based Braised Beef was launched in December 2019

The brand was launched less than 12 months after the flagship Plant-Based Braised Beef was launched in December 2019

The brand was launched less than 12 months after the flagship Plant-Based Braised Beef was launched in December 2019

Michael Fox, Co-Founder and CEO of Fable, said, “We are thrilled to bring our plant-based ready meals in Woolworths, making it easier than ever for Aussies to add more plant-based proteins to their diets.”

‘We created Fable because we believe that clean, plant-based proteins can be just as delicious as’ the real thing’. We want to make plant-based options more accessible and engaging for everyone and ultimately make them a staple of Australian dining tables. ‚

The brand was launched less than 12 months after the flagship Plant-Based Braised Beef was launched in December 2019.

Earlier this year, Fable also partnered with Marley Spoon to bring plant-based meats to more Australian kitchens, launching in select Harris Farm Markets in New South Wales.

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