From veganfoodandliving.com
Fable is bringing its succulent Pulled Shiitake Mushrooms to UK supermarkets, offering a versatile, chef-approved protein for the discerning home cook
Fable is bringing its Pulled Shiitake Mushrooms to UK supermarkets, set to meet the rising demand for better ingredients as shoppers become more discerning about what goes into their baskets.
On a mission to make food healthier and more sustainable through the power of mushrooms, Fable’s products are minimally-processed, focusing on the natural texture of upcycled shiitake mushroom stems.
Recently, the succulent, umami-rich proteins have become a favourite in professional kitchens across the world, favoured for their texture, versatility, and umami flavour. What’s more, preparing the tender, pulled mushrooms doesn’t require complex techniques and they can be used in everything from a slow-cooked braise to a quick midweek stir-fry.
Now, to bring flavourful ease to home cooks across the UK, Fable’s mushrooms are coming to Waitrose stores.
In a statement about the product’s launch, Michael Fox, Co-founder and CEO of Fable, said: “The possibilities of Fable stretch far beyond any plant-based ingredient. We prioritise good taste, amazing texture and clean ingredients to make something that can stand alone as a centre of plate protein.”
Fable’s Tender Pulled Shiitake Mushrooms will be available through Waitrose from 6th May, priced at £3.99.
Fable Pulled Shiitake Mushrooms launch in Waitrose
Fable’s expansion into Waitrose marks a pivotal moment for the mushroom brand rewriting the rules of meat alternatives.
Despite reports of falling sales of plant-based meat alternatives, Fable sees plenty of potential demand for its products. While processed products appear to have dropped in popularity, quality, whole food plant-based products are still very much in demand.
2025 research from Innova Market Insights highlighted that artificiality is now one of the primary barriers for shoppers exploring plant-based diets. By focusing on whole foods, Fable is appealing to the 74% of British consumers who intend to purchase plant-based alternatives but are increasingly scrutinising the ingredients lists.
Made from shiitake mushrooms, coconut oil, soy protein and natural colours and flavours, Fable's meat substitute can be used in the same ways as braised beef or pulled pork. Photo © Fable Food Co.
Fibre is the ‘new protein’
Plant-based meat alternatives aren’t just about protein anymore, although Fable’s Pulled Shiitake mushrooms still offer plenty of it with over 14 grams per serving.
While the last several years have been defined by a collective obsession with getting ‘enough’ protein, the nutritional conversation is now moving towards gut health. Industry analysts suggest that fibre is “the new protein,” with the global market for fibre-rich foods expected to more than double by 2034.
Emily Quinn, Vegetarian food buyer at Waitrose, noted that the launch of Fable’s Pulled Shiitake Mushrooms builds on this “growing focus on gut health and the resurgence of fibre.” Mushrooms are naturally nutrient-dense, containing prebiotic fibres and essential micronutrients that are often stripped away in more processed meat analogues.
https://www.veganfoodandliving.com/news/fable-pulled-shiitake-mushrooms-waitrose-launch/
No comments:
Post a Comment