Marks & Spencer has announced a major change across all 328 of its Food stores, launching a summer campaign to encourage customers to eat more fibre. The initiative, called 'Better with Beans', runs from July 1 to August 31 and is in partnership with Bowel Cancer UK.
Details of the Campaign
The campaign coincides with a transformation of M&S Food's beans and pulses range. Products such as chickpeas, green lentils, butter beans, and kidney beans are now available from 55p in glass jars. Throughout July and August, customers will see campaign activity in stores and across M&S channels, including recipe ideas, expert nutrition advice, and messaging about fibre and bowel cancer.
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.'
Health Impact and Statistics
The retailer highlighted that more than 96% of people in the UK are not eating enough fibre, despite higher-fibre diets being associated with a reduced risk of bowel cancer. Beans and pulses are naturally high in fibre, a source of plant-based protein, and can be added to everyday meals such as curries, salads, soups, pasta, and traybakes.
As part of the campaign, M&S is donating £50,000 to Bowel Cancer UK. Dr Claire Coughlan, Clinical Lead at Bowel Cancer UK, stated: '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.'
