Grocery retailers are being encouraged to explore new opportunities in the growing beans category as a national campaign aiming to double UK bean consumption by 2028 gains support across the food industry.
Bang in Some Beans, led by The Food Foundation and Veg Power and funded by The National Lottery Community Fund, has unveiled a new retailer and brand playbook designed to help businesses increase sales of beans, pulses and legumes by making them more visible, accessible and appealing to shoppers.
The publication, Unlocking Commercial Growth for Beans, argues that despite rising interest in beans as a source of protein, fibre and other nutrients, significant growth opportunities remain untapped across retail, foodservice and hospitality.
The guide identifies several opportunities for retailers to grow bean sales, including siting products alongside meal ingredients, creating meal-deal and lunch-to-go options featuring beans, and using recipe prompts or cross-category merchandising to encourage impulse purchases. It also argues that beans' affordability and nutritional credentials position the category well as shoppers continue to seek value and healthier food choices.
The report says beans are frequently "invisible" in-store, often confined to low-traffic aisles with little shopper inspiration, despite evidence of growing demand for protein- and fibre-rich foods. It recommends expanding bean offerings into convenience-led formats and promoting them around meal occasions rather than as standalone cupboard staples.
The launch coincides with a fresh wave of industry commitments to increase bean sales and procurement, bringing the total number of participating businesses to 41.
The new Keen Bean Pledgers announced this week have committed to delivering on the following targets by 2028:
- Aldi: increase volume sales for all bean products (including composites) by 15 per cent
- Almanhall: increase volume sales for all bean products (including composites) by 30 per cent
- Brakes: increase volume sales of fresh and ambient beans
- Elior: increase the proportion of beans procured by 20 per cent
- Higgidy: increase volume sales for beans by 15 per cent
- Iceland: increase volume sales for all bean products (including composites)
- National Trust for Scotland: Increase the proportion of beans procured by 15 per cent
- Subway: increase volume sales for all beans by 20 per cent
- Vegetarian Express: increase volume sales for all beans by 25 per cent.
They join a roster of food industry giants who have already signed up, including Lidl GB, Sainsbury’s, M&S and Ocado, Bidfood, ISS, Waitrose, Harvester, BaxterStorey, Compass Group UK&I and Wahaca.
Several other businesses have promised to promote beans to their customers. Asda, Food Standards Scotland, Aramark, Little Lunches, Plate Up, Booths, Phat Pasty and Wildly Tasty join those already committed to ramping up their bean promotion, with Samworth Bros, La Bonte Catering, Honest Bean Co, Bird’s Eye, Co-op and Gosh! also signed up.
According to the campaign, UK consumers currently eat an average of just one portion of beans per week, while only four per cent of adults consume the recommended amount of fibre.
Campaign organisers believe retailers can play a key role in addressing this gap while benefiting from increased category sales.
Chloe MacKean, food business transformation manager at The Food Foundation, said: "It's very exciting to see so many businesses wanting to join the Bang in Some Beans campaign and setting out on their own journey to get the UK eating more beans, pulses and other legumes.
"The bean revolution is building momentum, and the businesses we're working with are coming up with great ideas and innovations to get more beans on the menu and on shelves in a whole host of delicious combinations."
Alongside the retailer playbook, the campaign has launched a seven-part podcast series hosted by food writer and chef Melissa Hemsley, exploring the health, environmental and affordability benefits of beans, pulses and lentils.
Consumer awareness will also receive a boost through a media partnership with Good Food, which plans to promote beans across its magazines, website, podcasts and live events.
The campaign forms part of a wider project led by The Food Foundation, Veg Power and Kent Students' Union, which has received almost £1.4 million from The National Lottery Community Fund's Climate Action Fund.
As well as working with food businesses, the initiative includes school programmes, student engagement activities and local community projects aimed at encouraging healthier and more sustainable eating habits.