# Vegan Braised Beef-Inspired Meals These Fable Plant-Based Meals Mimic the Taste of Pulled Meats By Michael Hemsworth | Published 2020-11-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fable-plantbased-meals References: [foodbev](https://www.foodbev.com/news/fable-unveils-ready-meals-made-with-its-vegan-braised-beef/) & [fablefood.co](https://fablefood.co) These [Fable](https://www.trendhunter.com/trends/fable-tea-identity) plant-based meals have been launched by the brand in Australia to offer consumers an alternative way to enjoy the taste and texture of [pulled meat products](https://www.trendhunter.com/trends/new-this-product) without any animal ingredients in the mix. The meals come in Chilli Con Carne, Rogan Josh and Stroganoff varieties, and have a microwaveable recipe that is ready to eat in mere minutes. This makes the products perfect for mid-week meals when preparing lunch or dinner from scratch may not be as easy to do. Co-Founder and CEO Michael Fox boasted about the Fable plant-based meals saying, "We want to show Aussies that plant-based proteins can be as delicious as meat and help make it easier for people to make more sustainable food choices without compromising on taste or quality." ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 58% | Activity: 57% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Plant-based Meal Substitutes:** There is a growing trend in the food industry to develop plant-based meals that mimic the taste and texture of meat products. - **Convenience and Ready-to-eat Meals:** Consumers are increasingly seeking convenient meal options that are quick and easy to prepare, making ready-to-eat plant-based meals a disruptive innovation opportunity. - **Sustainable Food Choices:** The demand for sustainable food choices is driving the development of plant-based meals that provide a more environmentally-friendly alternative to traditional meat-based dishes. ### Who This Affects Most - **Plant-based Food Industry:** The plant-based food industry has an opportunity to capitalize on the growing demand for vegan meal substitutes that offer the taste and texture of meat products. - **Convenience Food Industry:** The convenience food industry can leverage the demand for ready-to-eat plant-based meals by offering an array of delicious and time-saving options to consumers. - **Sustainable Food Industry:** The sustainable food industry can benefit from developing plant-based meals that help consumers make more environmentally-friendly food choices without compromising on taste or quality. ## Related on Trend Hunter - [Meatless Ready-to-Heat Meals](https://www.trendhunter.com/trends/ready-to-heat-meal.md) - [Plant-Based Pulled Meat Products](https://www.trendhunter.com/trends/chunk-pulled-products.md) - [Vegan-Friendly Steamed Buns](https://www.trendhunter.com/trends/vegan-meat-buns.md) - [Family-Inspired Plant-Based Meals](https://www.trendhunter.com/trends/pollen-grace-meals.md) - [Heat-and-Eat Plant-Based Meals](https://www.trendhunter.com/trends/merchant-gourmet-meals-in-minutes.md) - [Meat-Free Ready-to-Enjoy Meals](https://www.trendhunter.com/trends/meatless-farm-ready-meals.md) - [Ready-to-Eat Vegan Meals](https://www.trendhunter.com/trends/readytoeat-vegan-meal.md) - [Plant-Based Foodservice Meats](https://www.trendhunter.com/trends/novameat-plantbased-proteins.md) - [Satisfying Plant-Based Meal Kits](https://www.trendhunter.com/trends/the-flavourists-plantbased-meal-kits.md)