Today, M&S is launching Better with Beans, a summer-long campaign, supporting Bowel Cancer UK, to help customers eat more fibre and reduce their risk of bowel cancer. Running from 1 July to 31 August, the campaign brings together expert advice, recipe inspiration and a refreshed M&S beans and pulses range starting from just 55p.
Over 96% of people in the UK are not eating enough fibre — even though fibre is an important part of a healthy diet and higher-fibre diets are associated with a reduced risk of bowel cancer.
Beans and pulses are naturally high in fibre, a source of plant-based protein and easy to add to meals customers already cook — from curries and salads to traybakes, soups and pasta. Yet in the UK, beans and pulses are still under-used as an everyday store-cupboard staple.
To make beans and pulses easier to shop, use and enjoy, M&S has transformed the category with refreshed recipes, clearer health messaging and a new glass jar format across key products. Prices start from just 55p for chickpeas, green lentils, butter beans and kidney beans, helping customers build more fibre into everyday family meals for less.
The launch builds on M&S Food’s 20-year Eat Well heritage and its position as the leading retailer for health perception*. It is the latest step in M&S’s work to make healthier choices clearer, more accessible and more appealing for customers — using its nutrition expertise and product innovation to help families eat well every day.
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. Even better, seven of the lines are in our Dropped & Locked lower prices range, ensuring M&S quality food at everyday low prices.”
Dr Claire Coughlan, clinical lead at Bowel Cancer UK, says: “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.”
Anna Taylor, executive director, The Food Foundation, said: “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.”
M&S is using the campaign to call for clearer, more customer-friendly fibre labelling, including permission to use simple language such as “supports gut health” where products meet the relevant nutritional criteria. This would help customers better understand the role fibre plays in a healthy diet and make informed choices more easily.
Throughout July and August, customers will see Better with Beans activity in store and across M&S channels, including recipe inspiration, editorial content, social activity with nutrition experts and campaign messaging highlighting M&S’s donation to Bowel Cancer UK.
