Australian plant-based brand Fable Food Co has launched a range of ready meals made with its plant-based braised beef product.
Fable’s plant-based braised beef is made with minimally processed shiitake mushrooms and all-natural plant-based ingredients. It is described as having a slow-braised meat texture that “looks, cooks and tastes like slow cooked pulled meats”.
The vegan braised beef has been used to create three microwavable ready meals: stroganoff, rogan josh, and chilli con carne. Each ready meal serves one and are available to purchase at Woolworths stores across Australia.
The roll out of the brand’s ready meals comes at the same time as Fable secured a deal with Coles to see its plant-based braised beef launch into the store, four months after it hit over 600 Woolworths shelves.
The meat alternative brand – which is backed by celebrity chef Heston Blumenthal – aims to meet demand as more Australians adopt plant-based or flexitarian diets.
“We want to show Aussies that plant-based proteins can be as delicious as meat and help make it easier for people to make more sustainable food choices without compromising on taste or quality,” said Michael Fox, co-founder and CEO of Fable.
© FoodBev Media Ltd 2020
World Dairy Innovation Awards – OPEN FOR EARLY BIRD ENTRIES!
The awards celebrate excellence and innovation across the global dairy industry.
Don’t miss out on having your innovations recognised on a global scale.
Early bird deadline 19 March – enter now!