Marks & Spencer has announced a major transformation across its beans and pulses range with the launch of a new 'Better with Beans' campaign. The initiative, which starts from July 8, aims to help shoppers understand the role of fibre in a healthy diet and features prices starting from just 55p. The retailer is partnering with Bowel Cancer UK to promote the benefits of high-fibre foods.
Campaign Details and Pricing
The summer-long campaign includes a refreshed beans and pulses range with items such as chickpeas, green lentils, butter beans, and kidney beans available in glass jars from 55p. Seven of the lines are part of M&S's 'Dropped & Locked' lower prices range, ensuring everyday low prices. The campaign also offers expert advice and recipe inspiration to encourage shoppers to incorporate more fibre into their diets.
Health Impact and Statistics
High-fibre diets are associated with a reduced risk of bowel cancer, a disease that affects someone in the UK every 11 minutes, according to Dr Claire Coughlan, Clinical Lead at Bowel Cancer UK. Despite this, two-thirds of the UK population eat less than one portion of beans a week, based on Food Foundation Bean Facts. The campaign aims to address this gap by making it easier for shoppers to choose high-fibre options.
Expert Comments
Grace Ricotti, Head of Nutrition at M&S Food, said: 'For more than 20 years, M&S Food has helped customers make healthier choices through our easy to spot Eat Well logo, and today we’re taking that one step further. Beans and pulses are naturally high in fibre, affordable, versatile and easy to add to everyday meals — but as a nation we still don’t eat enough of them. By transforming our range, sharing simple recipe inspiration and partnering with Bowel Cancer UK, we want to make it easier for customers to understand fibre and enjoy more of it, more often.'
Dr Claire Coughlan added: 'Every 11 minutes, someone in the UK is diagnosed with bowel cancer. Eating enough fibre is one of the most important ways people can help reduce their risk, but most of us still aren’t getting enough. That’s why it’s fantastic to see M&S championing fibre and helping shine a spotlight on the everyday foods that can make a real difference. Small swaps can have a big impact, and we hope this campaign gives more people the inspiration to boost their fibre intake and take a positive step for their health.'
Industry Support
Anna Taylor, Executive Director of The Food Foundation, praised the initiative: 'We are delighted to see M&S launching their new and improved beans and pulses range, helping more people discover the health benefits of eating more beans. Beans are nutritional powerhouses, packed full of fibre, protein and essential micronutrients and, because they can be included in so many delicious recipes, they are one of the biggest growth opportunities in grocery today. M&S are signed up as pledgers as part of our Bang In Some Beans campaign which aims to double UK bean consumption by 2028, joining over 40 other food businesses. It’s great to see them promote the benefits of beans with Bowel Cancer UK. We hope this will inspire even more businesses to join the bean revolution.'
In-Store and Online Activities
Throughout July and August, customers will see 'Better with Beans' activities in stores and across M&S channels, including recipe inspiration and educational materials. The campaign builds on M&S's long-standing Eat Well logo program, which has helped customers make healthier choices for over two decades.
