{
  "company": {
    "name": "Fable Food",
    "website": "https://fablefood.co/",
    "record": "https://startuphistory.org/c/fablefood.co"
  },
  "status": null,
  "history_since": "2020-04-23T10:13:24.000Z",
  "baseline": {
    "snapshot_id": "9ab62449d391290ef3648f737732c890dc05846405cb21fae40df8792613af78",
    "observed_at": "2020-04-23T10:13:24.000Z",
    "headline": "A tasty story, with animals as characters, not dishes.",
    "description": "Noun - A tasty story, with animals as characters, not dishes. Open your eyes to the incredible taste, texture and goodness of Fable Food.",
    "evidence": "https://web.archive.org/web/20200423101324/https://fablefood.co/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T16:59:03.675Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2020-08-07T20:26:17.000Z",
      "variants": [
        {
          "headline": "A tasty story, with animals as characters, not dishes.",
          "subhead": "Noun - A tasty story, with animals as characters, not dishes. Open your eyes to the incredible taste, texture and goodness of Fable Food.",
          "observed_at": "2020-04-23T10:13:24.000Z",
          "evidence": "https://web.archive.org/web/20200423101324/https://fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "A tasty story, with animals as characters, not dishes.",
          "subhead": "Noun - A tasty story, with animals as characters, not dishes. Open your eyes to the incredible taste, texture and goodness of Fable Food.",
          "observed_at": "2020-08-07T20:26:17.000Z",
          "evidence": "https://web.archive.org/web/20200807202617/https://fablefood.co/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "A tasty story, with animals as characters, not dishes.",
      "subhead": "Noun - A tasty story, with animals as characters, not dishes. Open your eyes to the incredible taste, texture and goodness of Fable Food.",
      "from": "2020-04-23T10:13:24.000Z",
      "to": "2020-08-07T20:26:17.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20200807202617/https://fablefood.co/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2020-04-23T10:13:24.000Z",
          "to": "2020-08-07T20:26:17.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T16:59:03.675Z",
      "variants": [
        {
          "headline": "Real Mushrooms",
          "subhead": "Noun - Discover a real story with animals as characters, not dishes.. Foraged from Shiitake mushrooms, Fable is goodness unearthed. It’s real food, real mushrooms, just surprisingly, accidentally, fan",
          "observed_at": "2022-01-08T01:57:51.000Z",
          "evidence": "https://web.archive.org/web/20220108015751/https://fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Real mushrooms. really meaty.",
          "subhead": "Noun - Discover a real story with animals as characters, not dishes.. Foraged from Shiitake mushrooms, Fable is goodness unearthed. It’s real food, real mushrooms, just surprisingly, accidentally, fan",
          "observed_at": "2023-01-18T22:06:57.000Z",
          "evidence": "https://web.archive.org/web/20230118220657/https://fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Real mushrooms. really meaty.",
          "subhead": "Noun - Discover a real story with animals as characters, not dishes.. Foraged from Shiitake mushrooms, Fable is goodness unearthed. It’s real food, real mushrooms, just surprisingly, accidentally, fan",
          "observed_at": "2023-07-24T19:14:53.000Z",
          "evidence": "https://web.archive.org/web/20230724191453/https://fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "mushrooms reimagined",
          "subhead": "Noun - Discover a real story with animals as characters, not dishes.. Foraged from Shiitake mushrooms, Fable is goodness unearthed. It’s real food, real mushrooms, just surprisingly, accidentally, fan",
          "observed_at": "2024-07-14T15:54:29.000Z",
          "evidence": "https://web.archive.org/web/20240714155429/https://fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "mushrooms reimagined",
          "subhead": "Noun - Discover a real story with animals as characters, not dishes.. Foraged from Shiitake mushrooms, Fable is goodness unearthed. It’s real food, real mushrooms, just surprisingly, accidentally, fan",
          "observed_at": "2025-01-15T22:06:46.000Z",
          "evidence": "https://web.archive.org/web/20250115220646/https://fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Umami-rich protein crafted from shiitake mushrooms",
          "subhead": "Even better than plant based. Discover umami-rich protein crafted from shiitake mushrooms. Simple ingredients, created for chefs.",
          "observed_at": "2026-02-05T17:39:30.000Z",
          "evidence": "https://web.archive.org/web/20260205173930/https://www.fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Umami-rich protein crafted from shiitake mushrooms",
          "subhead": "Even better than plant based. Discover umami-rich protein crafted from shiitake mushrooms. Simple ingredients, created for chefs.",
          "observed_at": "2026-07-23T12:07:36.000Z",
          "evidence": "https://web.archive.org/web/20260723120736/https://www.fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Umami-rich protein crafted from shiitake mushrooms",
          "subhead": "Even better than plant based. Discover umami-rich protein crafted from shiitake mushrooms. Simple ingredients, created for chefs.",
          "observed_at": "2026-07-23T12:07:36.000Z",
          "evidence": "https://web.archive.org/web/20260723120736/https://www.fablefood.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Umami-rich protein crafted from shiitake mushrooms",
          "subhead": "Even better than plant based. Discover umami-rich protein crafted from shiitake mushrooms. Simple ingredients, created for chefs.",
          "observed_at": "2026-11-06T16:59:03.675Z",
          "evidence": "https://www.fablefood.co/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "Umami-rich protein crafted from shiitake mushrooms",
      "subhead": "Even better than plant based. Discover umami-rich protein crafted from shiitake mushrooms. Simple ingredients, created for chefs.",
      "from": "2022-01-08T01:57:51.000Z",
      "to": "2026-11-06T16:59:03.675Z",
      "captures": 9,
      "evidence": "https://www.fablefood.co/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2022-01-08T01:57:51.000Z",
          "to": "2026-11-06T16:59:03.675Z"
        }
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-f036bf2cf6f486ac6f7db36933e48dbf75ee69e632ee27f9279f3e8352dfcc39:3a26edb32443c55049933d4b02983f42e213e722787edbd837c2c514926e614d:headline:3cba9d3138c5947f",
      "before_evidence": "https://web.archive.org/web/20200807202617/https://fablefood.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “A tasty story, with animals as characters, not dishes.” to “Real Mushrooms”.",
      "between": {
        "from": "2020-08-07T20:26:17.000Z",
        "to": "2022-01-08T01:57:51.000Z"
      },
      "evidence": "https://web.archive.org/web/20220108015751/https://fablefood.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 2,
      "id": "page-c047b93bc91f9bde11d646041846bfe3f3bf6796ef654c952724b0e1c0e3a5f0:2766456ab8e318ba80a3b9b9c55389a5b0eef0a517d3c1403488fc83f9be3de9:headline:0ed1a60f9c0e8be2",
      "before_evidence": "https://web.archive.org/web/20230724191453/https://fablefood.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Real mushrooms. really meaty.” to “mushrooms reimagined”.",
      "between": {
        "from": "2023-07-24T19:14:53.000Z",
        "to": "2024-07-14T15:54:29.000Z"
      },
      "evidence": "https://web.archive.org/web/20240714155429/https://fablefood.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 3,
      "id": "page-d4c711b1c06d7edba255a165621715f15abb9f59c09a4fd802a7df3032f89818:c249ad4c4c8aed24cbe9fb6783bbb1ac142d959fcf65ec72420ac720d4611f40:headline:9c9d0a416d847c02",
      "before_evidence": "https://web.archive.org/web/20250115220646/https://fablefood.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “mushrooms reimagined” to “Umami-rich protein crafted from shiitake mushrooms”.",
      "between": {
        "from": "2025-01-15T22:06:46.000Z",
        "to": "2026-02-05T17:39:30.000Z"
      },
      "evidence": "https://web.archive.org/web/20260205173930/https://www.fablefood.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Fable Food” company record, https://startuphistory.org/c/fablefood.co"
}