Unprecedented industry coalition launches ‘Bang in some beans’ campaign to double consumption
A powerful new alliance of major retailers, foodservice giants, celebrity chefs, and key NGOs has officially launched the ‘Bang in some beans’ campaign, aiming to double UK bean consumption by 2028.
The initiative, spearheaded by The Food Foundation and Veg Power, unites the supply chain to leverage the nutritional, affordable, and sustainable benefits of beans in a bid to tackle simultaneous national crises in diet-related disease, food price inflation, and climate change.
The campaign’s strength lies in the significant market commitment from leading partners. Initial ‘Keen Bean Pledges’ demonstrate a concerted effort to drive sales and procurement across retail and catering sectors:
| Partner Category | Pledger | Commitment Highlights (by 2028) |
| Retail Giants | Lidl GB | Increase volume sales for all bean products by 50% |
| Sainsbury’s | Aim to increase sales tonnage for beans and pulses | |
| M&S | Increase volume sales for all ambient bean products by 15% | |
| Ocado | Boost bean sales via promotions, marketing, and NPD | |
| Waitrose | Increase total tonnes of beans sold by driving ingredient and composite product sales | |
| Foodservice & Catering | Bidfood (Wholesale) | Increase volume sales for all bean products by 30% |
| ISS (Catering) | Increase procurement of beans by 25% | |
| Harvester (Restaurant) | Increase volume of procured beans by 15% |
The push is supported by the new Bean Facts report, which highlights the necessity of increasing consumption. With only 4% of UK adults consuming enough fibre, beans — a high-fibre, micronutrient-rich food — offer a simple solution to significantly improve national diets. Health organisations including The British Heart Foundation and Diabetes UK endorse their role in disease prevention.
Crucially for consumers, the report found that beans average 4.5 times cheaper per 100g than other plant-based meat alternatives, positioning them as a vital, accessible protein source against the backdrop of rising food costs.
Beyond health and cost, the campaign is a major nod to sustainable sourcing. Beans are recognised for having a low carbon footprint and for their nitrogen-fixing properties, which regenerate soil health and cut the need for synthetic fertilisers. The report noted that meeting the Eat Lancet’s Planetary Health Diet requires UK bean consumption to increase sevenfold, underscoring their critical role in future regenerative agriculture practices.
Chef and campaigner Jamie Oliver noted: “If there’s anything we should be eating more of, it’s beans. Not only are they delicious and affordable, they’re plant-based powerhouses that are packed with fibre.”
Rebecca Tobi, head of food business transformation, The Food Foundation, stated: “Beans are a win-win-win for our health, the environment, and our wallets…we’re building a movement of food businesses and chefs who are helping us get more beans on the menu and in shopping baskets.”
The campaign, funded by The National Lottery Community Fund and featuring a digital strategy by Ark Agency, will enlist social media influencers and chefs to promote global cuisines and diversify consumption beyond traditional baked beans.
