Fable mushrooms launch in Waitrose as plant-based market evolves

Mushroom-based food brand Fable will launch in Waitrose stores nationwide from 6 May, marking its first major expansion into UK retail after building a following in foodservice.

The brand’s Tender Pulled Shiitake Mushrooms, priced at £3.99, will be stocked by the retailer as demand grows for plant-based foods made with recognisable, minimally processed ingredients.

Fable was founded by fine-dining chef and mycologist Jim Fuller, organic mushroom farmer Chris McLoghlin and health and environment advocate Michael Fox. The company initially focused on supplying restaurants and hospitality operators, positioning mushrooms as a centre-of-plate ingredient rather than a meat imitation.

Its products are now used in more than 1,500 foodservice venues across the UK, Europe, Australia and North America, including Gousto, Wagamama, YO! Sushi, Côte, Bill’s Restaurants, Drake & Morgan and O’Neill’s Irish Pubs.

Mushrooms have always been the ingredient chefs trust when they want deep, savoury flavour and texture. We built Fable to elevate both components and bring that into people’s homes.

Partnering with Waitrose means we can do that at scale, with a retailer that genuinely cares about quality and provenance.

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.”

 

Michael Fox, Co-founder and CEO of Fable

Fable’s products are made from shiitake mushrooms, using upcycled stems that are processed to create a shredded texture designed to absorb flavour during cooking.

Mushrooms gain ground as plant-based priorities shift

The Waitrose launch comes as the plant-based category undergoes a period of adjustment.

While nearly a third of UK consumers identify as flexitarian and 74 percent say they intend to buy plant-based alternatives in supermarkets, highly processed meat substitutes have lost momentum, with UK retail plant-based meat value declining by more than 4 percent between 2023 and 2024.

Industry analysts suggest the slowdown reflects shifting consumer priorities rather than waning interest in plant-based eating. Research from Innova Market Insights in 2025 found ‘naturalness’ ranked as the second most desired benefit among plant-based shoppers, while artificiality is now the third biggest barrier to purchase.

At the same time, mushrooms are gaining prominence across both retail and foodservice. Bidfood’s 2026 Food and Drink Trends report identifies mushrooms as a standout ingredient for chefs, citing their versatility, umami flavour and nutritional credentials.

We’re delighted to bring Fable to our food lovers, building on the growing focus on gut health and the resurgence of fibre alongside a continued demand for protein.

We know our customers are looking towards that ‘dine-in mission,’ and this launch allows home cooks to truly elevate their plant-based cooking.

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.”

 

Emily Quinn, Vegetarian food buyer at Waitrose

Fable’s Tender Pulled Shiitake Mushrooms will be available in Waitrose stores nationwide from 6 May, priced at £3.99.