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Marks & Spencer (M&S) has launched a summer-long campaign, "Better with Beans," in partnership with Bowel Cancer UK. Running from 1 July to 31 August, the initiative is designed to address the UK’s fibre deficit by promoting the health benefits of beans and pulses.

The educational campaign is supported by a comprehensive transformation of M&S Food's core beans and pulses category. This update includes refreshed product recipes, a transition to glass jar packaging, and lower entry-level pricing to make high-fibre options more accessible.

To increase consumer adoption of high-fibre ingredients, M&S has overhauled its retail presentation of staple pulses. The restructured category introduces a glass jar format and aligns key items with the retailer's value initiatives.

The updated product line includes:

🧆 Chickpeas: A versatile, high-fibre pulse now offered in a modern glass jar format.

🟢 Green lentils: Formulated for quick preparation in everyday family recipes.

🧈 Butter beans: Retaining their creamy texture while providing a rich source of plant-based protein.

🔴 Kidney beans: Positioned as an affordable, nutrient-dense store-cupboard staple.

Prices for the core glass jar range start at 55p. Seven of the new lines have been integrated into the retailer's "Dropped & Locked" pricing programme, which aims to secure entry-level affordability for premium-tier private label products. As part of the promotional partnership, M&S has also committed a £50,000 donation to Bowel Cancer UK to fund ongoing screening and awareness work.

Public Health Alignment

The campaign addresses a documented nutritional gap in the UK. According to public health data, more than 96% of the UK population does not consume the recommended daily amount of dietary fibre, despite established scientific links between high-fibre diets and a lower risk of bowel cancer.

Furthermore, the initiative aligns with broader industry-led efforts to shift consumer diets. M&S has signed on as a pledger for the Food Foundation's "Bang In Some Beans" campaign, a collaborative cross-sector project aiming to double bean consumption across the UK by 2028.

The campaign will be promoted nationally through in-store point-of-sale displays, recipe cards, and coordinated digital content featuring nutrition experts across the retailer's social channels.

Labelling

Alongside the consumer-facing activation, M&S is using the campaign to call for regulatory modernisation in food labelling.

The retailer is advocating for clearer, more flexible guidelines regarding health claims in the UK. Specifically, M&S is lobbying for permission to utilise simplified, customer-friendly terminology, such as "supports gut health", on packaging and marketing materials for qualifying high-fibre products. The company argues that modernising these regulations would make it easier for shoppers to identify nutritious options and understand the direct health benefits of their dietary choices.