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Heston Blumenthal-backed brand Fable Food Co. has launched a range of vegan ready meals in Australia.
The company’s meat-free dishes are now available in more than 600 Woolworths stores across the country. They include a Chilli Con Carne, Stroganoff, and Rogan Josh.
Fable’s vegan braised beef features in all three meals feature. It’s ‘created using ingredients that are as minimally processed as possible’. Its main ingredients are shitake mushrooms and seasonings such as white and black pepper.
‘Sustainable food choices’
“Mushrooms have the same natural umami flavours that help make meat so appealing,” the brand states.
“But mushrooms aren’t just ridiculously tasty, they’re incredibly nutritious too. They’ have been used in Chinese medicine for 1000’s of years… Thankfully, the Western world has now caught up to the benefits of this amazing food.”
According to FoodBev Media, co-founder and CEO of Fable Michael Fox said: “We want to show Aussies that plant-based proteins can be as delicious as meat. And make it easier for people to make more sustainable food choices without compromising on taste or quality.”
British celebrity chef Heston Blumenthal backs Fable. According to reports, the company first launched into the food service market in December 2019 in collaboration with the star.
Blumenthal also reportedly uses Fable in his London Heathrow restaurant ‘The Perfectionists’ Cafe’ as well as in Australia.