Fable: Plant-based ready made meals launch at Woolworths – and they’re just $10 

Woolworths is now selling a new range of ready made plant-based meals across Australian supermarkets in partnership with Fable Food Co. 

The range of pre-made meals are natural, vegan friendly and uses minimally processed shiitake mushrooms together with other plant-based ingredients. 

The three new meals available include a delicious chilli con carne, heart-warming stroganoff and a melt-in-your-mouth Rogan josh. 

All three products are available in the refrigerated meals section at Woolworths supermarkets and come in 350g serving packs for $10 each. 

Fable’s Plant-Based Braised Beef, priced at $8.50, has also 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. 

The range of pre-made meals are natural, vegan friendly and uses minimally processed shiitake mushrooms together with other plant-based ingredients

The range of pre-made meals are natural, vegan friendly and uses minimally processed shiitake mushrooms together with other plant-based ingredients

Endorsed by celebrity chef Heston Blumenthal (pictured) and developed by resident fine dining chef and mushroom scientist Jim Fuller, Fable's Plant-Based Braised Beef launched into Woolworths in June

Endorsed by celebrity chef Heston Blumenthal (pictured) and developed by resident fine dining chef and mushroom scientist Jim Fuller, Fable’s Plant-Based Braised Beef launched into Woolworths in June 

Fable’s plant-based protein was developed by drawing from 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 flavoursome punch. 

According to independent organisation Food Frontier, one in three Australians are now making conscious decisions to reduce their meat consumption, boosting the demand for plant-based meat. 

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

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

The convenient and tasty single serve meals feature Fable's signature premium plant-based braised beef and are ready to heat and eat in just three minutes

The convenient and tasty single serve meals feature Fable’s signature premium plant-based braised beef and are ready to heat and eat in just three minutes

The new plant-based Woolworths range by Fable 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

· Fable Plant Based Braised Beef 

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The convenient and tasty single serve meals feature Fable’s signature premium plant-based braised beef and are ready to heat and eat in just three minutes.

Leigh Gallen, Woolworths Category Manager, Ready Meals said: ‘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.’

The brand's ready meals launch come less than 12 months after the launch of its flagship Plant-Based Braised Beef in December 2019

The brand’s ready meals launch come less than 12 months after the launch of its flagship Plant-Based Braised Beef in December 2019

Michael Fox, co-founder and CEO of Fable said: ‘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.’

‘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.’

The brand’s ready meals launch come less than 12 months after the launch of its flagship Plant-Based Braised Beef in December 2019. 

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