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

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

With the rise of Instagram influencers, concerns about climate change and the ethics of animal agriculture, the plant-based movement is gaining momentum and faux meat is being found in more locations than ever before.

Plant-based protein brands such as Quorn and Tofurky can now be purchased in most supermarkets and fast food chains such as Hungry Jacks and Grill’d are offering plant-based burgers filled with Beyond Meat and Impossible Foods patties.

Fable Plant-based Slow Braised Meat

Australian plant-based food business Fable Food Co (Fable), founded by former fine dining chef and mycologist Jim Fuller, organic mushroom farmer Chris McLoghlin and former Shoes of Prey co-founder, Michael Fox, has just launched its new Plant Based Braised Beef’ in 600 Woolworths locations across Australia in time for World Meat Free Week.

Made with 62% shiitake mushroom and other all-natural plant-based ingredients, Fable is minimally processed but packs a savoury umami punch and can be used to replace traditional braised meat. The brand even boasts celebrity chef Heston Blumenthal among its fans, with the renowned chef featuring Fable’s alternative meat on the menu of his two-hatted Dinner By Heston restaurant in Melbourne.


“Leveraging the natural benefits of shiitake mushrooms, Fable goes beyond replacing meat, it should be in a category of its own!” Blumenthal said of Fable’s alternative protein in a media release.

Plant-based proteins are increasingly popular as one in three Australians actively seek to cut down on meat intake. According to market research firm Euromonitor International, Australia is projected to be the third-fastest growing vegan market in the world, behind United Arab Emirates and China. The firm predicts that the country’s packaged vegan food market is set to reach $215 million by the year’s end. By 2030, the food category is expected to be valued at $140 billion globally.


After launching in December 2019, Fable’s rapid success and ability to secure a spot on the shelves of one of Australia’s biggest supermarket chains is a positive signal for the vegan food movement in Australia.

“Bringing plant based protein to more Aussies around the country with a brand as iconic as Woolworths is a phenomenal feeling,” said Michael Fox, co-founder and CEO of Fable.

“We created Fable, not only because we believe that plant-based proteins can be as delicious as meat, but also that they should be widely available for all.

“We’ve had countless customers ask for more ways to get Fable so they can cook at home so we can’t wait to see what kind of culinary masterpieces they create now they can find it at Woolworths.”  

Woolworths shoppers can find Fable with other refrigerated protein alternatives next to the meat section. A 250g pack of Fable Slow Braised Beef is priced at $8.50.

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All images courtesy of Natalie Nguyen.

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