New vegetable beef in 470 coles

Plant lovers will have even more options with the introduction of Fable Food Co & # 39; s Plant Based Braised Beef in 470 Coles stores.

Fable is a whole-food plant-based meat alternative that consists of a slowly braised meat structure that looks, cooks and tastes like slow-cooked meat.

The vegan-friendly protein was developed by chef and mycologist Jim Fuller and Australian Organic Farmer of the Year 2018, Chris McLoghlin.

It's also recommended by Heston Blumenthal, who has it on the menus of its Michelin-starred restaurants.

"We have seen a significant increase in interest and demand in the plant-based food category and are working to offer our customers more choice and variety," said Aliette Errington, Category Manager for Grilling and Meat Free at Coles.

The deal comes just four months after the brand launched in Woolworths.

"We're excited to bring Fable's premium vegetable-based braised beef products to more Australian kitchens and to expand our offering in the growing category."

Michael Fox, Co-Founder and CEO of Fable, says, "We want to show Aussies that plant-based proteins can be as delicious as meat and make it easier for people to choose more sustainable foods without compromising taste or quality."

Fable plans to release a number of launches and partnerships over the course of 2021.

Visit to learn more about their products.

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