After its core plant-based ‘braised beef’ product sold out its first weeks in retail, Australian start-up Fable has built on its early success to launch three new ready meals at Woolworths. The company reported that it has seen a huge boost in sales across the past months.

CEO and Co-founder Michael Fox said Fable is targeted towards both meat-eaters “who might want to cut back a little bit on the meat consumption” as well as plant-based eaters. He said, “We created Fable because we believe clean plant-based proteins can be as delicious as the real thing. We want to make plant-based options more accessible and appealing to all, and ultimately make it a regular feature on Aussie dining tables.”

The new ready meal options include meat-free chilli con carne, stroganoff and rogan josh, and are now stocked in 600 Woolworths stores across the country. Woolworths Ready Meals Category Manager Leigh Gallen said of the range launch that, “Plant-based options are becoming increasingly popular with our customers, and we’re expanding our product range to meet the continued growth in demand,” adding that Fable’s ready meals “give Aussies even more options for delicious plant-based food options.”

READ MORE: Aussie plant-based start-up Fable launches ready meals in Woolworths [News.com.au]