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Fable expands premium plant-based meat alternatives in Woolies, Coles

Image of meat-free dish
Image of meat-free dish

Australian food maker Fable Food Co has rolled out new plant-based Braised Beef in Coles stores.

Renowned celebrity chef Heston Blumenthal is backing up Fable’s new plant-based meat dishes and the brand worked with the fine dining chef Jim Fuller and the 2018 Australian Organic Farmer of the Year awardee Chris McLoghlin on the new healthy food range.

The meat alternative has a slow-braised meat texture that tastes the same as the original slow-cooked pulled meat. Fable said in a statement that the Plant Based Braised Beef has umami flavours from shitake mushrooms and plant-based ingredients.

“We’ve seen a significant increase in interest and demand in the plant-based food category, and we are working to provide our customers more choice and variety. We’re excited to offer Fable’s premium plant-based braised beef products to more Aussie kitchens and continue building our offering in the growing category,” said Aliette Errington, Coles category manager, BBQ and meat-free.

Image of men
Fable Food Co’s co-founders (from left): Jim Fuller, Michael Fox and Chris McLoghlin

Fable’s latest deal with Coles comes after it tapped Woolworths in June, originally launching in more than 600 supermarkets√shelves. It previously launched meat-free chili con carne, stroganoff and rogan josh at Woolies using mushrooms and other plant-based ingredients that appeals to health-conscious Aussies.

“In the time since we launched with Woolworths in June, there was a big pick-up in sales. From June to October, sales have quadrupled in just those few months,” Michael Fox, co-founder and CEO, Fable told

Image of meat-free dishes

“Bringing our delicious plant-based braised beef products to Aussies in partnership with Coles marks an important milestone in our mission to make plant-based food more appealing and accessible for everyone. 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.”

Fable has also inked deals with other retailers, including specialty grocers, Harris Farm Markets, and more than 100 restaurants in Australia, Singapore and the UK. It also partnered with meal-kit delivery services, Marley Spoon and Dinnerly.

“Plant-based options are becoming increasingly popular with our customers, and we’re expanding our product range to meet the continued growth in demand,” Woolworths ready meals category manager Leigh Gallen told

Fox told Inside FMCG in June that the company’s strategy was to expand first into the food service sector, for consumers to experience the finished product before fully launching into retail. However as Covid-19 impacted restaurants, the business was forced to pivot to other channels.

Fable plans to further expand with more product launches and partnerships later in the year and early next year.

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