Aussie mushroom brand Fable has announced the launch of its Tender Pulled Shiitake Mushrooms into Waitrose.
The mushrooms (rsp: £3.99) are marketed as a whole food, plant-based meat alternative designed to reach the growing demand for less processed options.
The company said the product was favoured by chefs as a go-to ingredient for its “texture, versatility and umami flavour”.
Fable has been used in more than 1,500 foodservice venues across the UK, Europe, Australia and North America, but will make its UK retail debut on 6 May.
“Mushrooms have always been the ingredient chefs trust when they want deep, savoury flavour and texture,” said Fable co-founder and CEO Michael Fox. “We built Fable to elevate both components and bring that into people’s homes.”
The product contains no GMO, preservative or artificial ingredients, and is high in fibre with 14.8g per 100g as well as 11.4g of protein.
“The possibilities of Fable stretch far beyond any plant-based ingredient,” Fox added. “We prioritise good taste, amazing texture and clean ingredients to make something that can stand alone as a centre of plate protein.”
Fable said it could be used across different cuisines, requiring no special techniques, absorbing the flavours with which it is cooked.
With consumers trending towards gut health, fibre and protein, Waitrose vegetarian food buyer Emily Quinn said the mult was “delighted to bring Fable to our food lovers”.
“We know our customers are looking towards that ‘dine-in mission’, and this launch allows home cooks to truly elevate their plant-based cooking,” she added. “It’s a celebration of the shiitake mushroom’s natural texture and deep umami profile, creating a succulent, nutrient-dense protein that doesn’t compromise on flavour.”
No comments yet