M&S launches major fibre campaign with Bowel Cancer UK as new bean range starts from just 55p

Most people in the UK are not getting enough fibre, despite it being linked to a lower risk of bowel cancer, and Marks & Spencer is hoping to change that with a nationwide campaign backed by Bowel Cancer UK.

Running throughout July and August, the retailer has launched its Better with Beans campaign alongside a complete refresh of its beans and pulses range, making products such as chickpeas, green lentils, butter beans and kidney beans available in glass jars from just 55p.

The initiative aims to encourage more people to increase their fibre intake through simple everyday food choices, while M&S has also pledged a £50,000 donation to Bowel Cancer UK as part of the campaign.

Making healthier choices easier

The campaign comes as research continues to show that the overwhelming majority of people across the UK are falling short of recommended fibre intake.

According to M&S, more than 96% of people in the UK do not eat enough fibre, even though higher-fibre diets are associated with a reduced risk of bowel cancer.

Beans and pulses are naturally rich in fibre, provide plant-based protein and can count as one of your five-a-day, yet they remain an underused cupboard staple in many households.

To encourage greater use, M&S has redesigned its beans and pulses range with refreshed recipes, clearer nutritional messaging and new glass jar packaging intended to make the products easier to shop, prepare and enjoy.

Seven products in the range are also included in the retailer’s Dropped & Locked lower-price initiative, helping families incorporate more fibre into everyday meals without increasing grocery bills.

Partnership with Bowel Cancer UK

The Better with Beans campaign is being delivered in partnership with Bowel Cancer UK, with information, recipe ideas, nutrition advice and educational content appearing in stores and across M&S channels until 31 August.

Grace Ricotti, Head of Nutrition at M&S Food, said the campaign builds on more than two decades of the retailer’s Eat Well programme.

She 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.”

She added that including several products in the retailer’s lower-price range ensures customers can access quality food at everyday prices.

Why fibre matters

Bowel Cancer UK says eating enough fibre is one of the most important lifestyle measures people can take to reduce their risk of bowel cancer.

The charity says more than 48,000 people are diagnosed with bowel cancer across the UK every year — around one person every 11 minutes — making it the fourth most common cancer and the UK’s second biggest cancer killer.

Although it is more common in people over the age of 50, more than 2,900 people under 50 are diagnosed annually.

Dr Claire Coughlan, Clinical Lead at Bowel Cancer UK, said:

“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.

“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.”

Supporting a wider food movement

The campaign has also been welcomed by The Food Foundation, which is encouraging businesses to help double UK bean consumption by 2028 through its Bang In Some Beans initiative.

Anna Taylor, Executive Director of The Food Foundation, described beans as “nutritional powerhouses”, highlighting their fibre, protein and micronutrient content while saying they represent one of the biggest growth opportunities in grocery.

M&S has also committed to increasing sales of its ambient bean products by 15% by 2028.

Call for clearer fibre labelling

Alongside the campaign, M&S is calling for simpler and more customer-friendly fibre labelling on food packaging.

The retailer wants permission to use clearer wording, such as “supports gut health”, where products meet the relevant nutritional criteria, arguing that straightforward language would help shoppers better understand the health benefits of fibre and make more informed food choices.

Know the symptoms

Bowel Cancer UK is reminding people to be aware of the symptoms of bowel cancer and to speak to their GP if something doesn’t feel right.

Symptoms can include:

• Bleeding from your bottom.

• Blood in your poo.

• A change in your bowel habits, including diarrhoea or constipation.

• Unexplained weight loss.

• Persistent tiredness.

• A pain or lump in your tummy.

The charity also stresses the importance of taking part in bowel cancer screening when invited, as early diagnosis significantly improves treatment outcomes.

As well as eating more fibre, maintaining a healthy weight, staying physically active, avoiding smoking, limiting alcohol and reducing processed and red meat consumption can all help lower the risk of developing bowel cancer.

Further information

The Better with Beans campaign runs in M&S Food stores and across M&S channels until 31 August 2026.

For more information about bowel cancer, symptoms, screening and reducing your risk, visit www.bowelcanceruk.org.uk.

The campaign highlights how relatively small changes to everyday eating habits can contribute to better long-term health, while also encouraging greater awareness of one of the UK’s most common forms of cancer.