# Fiber-Focused Retailer Campaigns The M&S Better with Beans Campaign Supports Bowel Cancer UK By Michael Hemsworth | Published 2026-07-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ms-better-with-beans References: [retailtimes](https://retailtimes.co.uk/ms-launches-better-with-beans-with-bowel-cancer-uk-to-help-customers-eat-more-fibre/) & [marksandspencer](https://www.marksandspencer.com/)  The M&S Better with [Beans](https://www.trendhunter.com/trends/beansday) campaign is being launched by the retailer in the UK in support of [Bowel Cancer UK](https://www.trendhunter.com/trends/toilet-wipe-packs) to encourage shoppers to eat more fiber-rich foods to reduce their bowel cancer risk. The campaign is being run all summer long and comes in response to the reported 96% of people in the UK who aren't eating enough fiber as part of their everyday diet. The campaign, as per its name, focuses on beans and pulses that are naturally high in fiber, plant-based protein and vitamins, while also maintaining a low-cost price point starting at 55p. Head of Nutrition at [M&S Food](https://www.trendhunter.com/trends/ms-brain-food) Grace Ricotti commented on the M&S Better with Beans campaign saying, "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.” ## Trend Insights (Trend Hunter) - Score: 7.6/10 - Popularity: 72% | Activity: 70% | Freshness: 85% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Fiber-forward Grocery Campaigns:** Retailers are turning everyday staples into preventive health touchpoints, creating space for low-cost nutrition programs tied to measurable public wellness outcomes. - **Cause-linked Food Education:** Partnerships between supermarkets and health charities are blending product promotion with trusted dietary guidance, reshaping how shoppers discover disease-risk-reducing foods. - **Affordable Plant Protein Positioning:** Beans and pulses are gaining renewed relevance as budget-friendly, nutrient-dense proteins, opening new retail pathways for accessible plant-based eating beyond premium vegan products. ### Who This Affects Most - **Grocery Retail:** Supermarkets are evolving into health influence platforms where pricing, merchandising, and recipe content support behavior change around everyday nutrition. - **Preventive Healthcare:** Public health organizations are finding new consumer-facing channels through retail collaborations that translate clinical risk reduction into simple food choices. - **Plant-based Foods:** The plant-based sector is expanding through familiar pantry ingredients, with beans and pulses offering mainstream appeal at price points suited to cost-conscious households. ## Related on Trend Hunter - [Fiber-Focused Cereal Campaigns](https://www.trendhunter.com/trends/wk-kellogg-co-national-cereal-day.md) - [Nutrient-Dense Breakfast Muffins](https://www.trendhunter.com/trends/rise-shine-breakfast-muffins.md) - [Demystified Wellness Pop-Ups](https://www.trendhunter.com/trends/jargon-co.md) - [Branded Fiber Meal Initiatives](https://www.trendhunter.com/trends/aldi-high-in-fiber.md) - [Fibre Wellness Cafés](https://www.trendhunter.com/trends/fibre-fix.md) - [Retailer Fiber Labeling Initaitives](https://www.trendhunter.com/trends/sainsburys-full-on-fibre.md) - [Fiber-Focused Bread Ranges](https://www.trendhunter.com/trends/warburtons-fibre-fix.md) - [Flavor-Driven Heat-and-Eat Bean Products](https://www.trendhunter.com/trends/merchant-gourmet-baked-beans.md) - [Gut-Healthy Cereal Campaigns](https://www.trendhunter.com/trends/will-shat.md)