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Woolworths stocks Fable’s plant-based slow-braised 'meat’ ready meals 

Fable Food Co has launched 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. The addition of three 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, an aromatic curry with melt-in-your-mouth chunks of plant-based braised beef seasoned with mouth-watering spices, served with basmati rice.

The  Fable range is all natural, vegan friendly, and uses minimally processed shiitake mushrooms together with all natural plant-based ingredients.

Demand for plant-based meat has surged in Australia, with one in three Australians 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 Plant-Based Braised Beef in December 2019, and four months after the brand launched in over 600 Woolworths locations nationwide.

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