London-based brand Fable, known for its minimally processed shiitake mushroom products, is expanding its reach into UK retail with a nationwide listing at Waitrose. The Tender Pulled Shiitake Mushrooms will be available from 6 May, priced at £3.99. Fable has already gained popularity in professional kitchens for its umami depth and texture, with over 1,500 restaurants and foodservice venues across the UK, Europe, Australia, and North America as its customers.

Waitrose's Vegetarian Food Buyer, Emily Quinn, expressed excitement about offering Fable to their customers, citing the growing focus on gut health, fiber, and protein. With a focus on naturalness, mushrooms are positioned as a key ingredient for plant-based shoppers, meeting the demand for clean and minimal ingredient lists. Co-founder and CEO of Fable, Michael Fox, highlighted the brand's commitment to good taste, texture, and clean ingredients, aiming to provide a plant-based protein option that can stand alone as the centerpiece of a meal.