SHIITAKE INFUSION

FREQUENTLY ASKED QUESTIONS

SHIITAKE INFUSION

  • Shiitake mushrooms are the hero of our ingredient list! More specifically, the shiitake mushroom stems. We upcycle the stems of shiitake mushrooms which would have otherwise gone to waste.

    Due to the tough and fibrous nature of shiitake stems, they are cut off and the beautiful caps are sold into retail. The stem actually works better for us as it has a firmer texture than the cap (think broccoli or cauliflower stems). We’ve given these stems a second life and reimagined them into a protein every one can enjoy! 

  • Yes!

  • Fable Shiitake Infusion contains naturally occurring Sulphites, which comes from the shiitake mushrooms.

  • For burgers, meatballs, and other formed products: 70% beef and 30% shiitake is common, but can be taken as far as 60% beef and 40% shiitake.

    For ground beef products: 60% beef and 40% shiitake is recommended, but can also work great with 50% beef and 50% shiitake.

  • The Shiitake Infusion has a neutral base flavor with rich umami notes. It’s ready to take on any spice, seasoning or sauce and gives any dish a boost of umami and texture.

PRODUCT POSITIONING

  • Depending on who you are speaking to, there are different ways to speak about Fable Shiitake Infusion.

    1. End consumers: always flavor first and lead with craveability. Adding shiitake to beef is a value add, so leading with taste rather than health or sustainability benefits will encourage customers to pick this up on shelves.

    2. Buyers: health and sustainability matters. By adding shiitake to beef, nutrition is massively improved and companies with big sustainability targets will want to know carbon footprint.

    3. Sales teams: combine points 1 and 2 and you’ve got your pitch! Flavor first, with a side of health and sustainability.

  • We’ve run a fair few menu naming experiments to test what works when it comes to driving sales, and we’ve found the most success with premium, flavor first positioning.

    Making mushrooms the hero of the dish makes it clear to customers what they’re ordering. And when elevating the mushroom name and reference, it is easier for consumers to understand what the product will be.

    Here’s what our food service partners are calling it:

    • Signature Umami Beef Burger

    • Beef & Shiitake Mushroom Burger

    • Double Umami Beef Burger

    • Umami Smash Burger