Fresh Campaign to double bean consumption for health and planet.

The Food Foundation and Veg Power, funded by The National Lottery Community Fund, today announced the November launch of a new UK-wide campaign with a simple mission: to get people eating more beans and pulses.

Strategic and creative agency ARK—founded by Mat Goff, former Adam & Eve CEO, and Mike Wilton, former Anomaly MD—has been appointed to deliver the ambitious digital campaign.

This new initiative builds on the proven success of Eat Them To Defeat Them and Peas Please, which have reached 36 million people since 2019 and driven over 1.1 billion extra portions of veg sales across the UK.

With food prices rising again, beans and pulses offer an affordable, healthy and sustainable solution. They are high in fibre, rich in protein, and provide key nutrients including potassium, magnesium, iron and zinc—all while counting towards 5-a-day. Yet only 4% of Brits get enough fibre and just 17% hit their daily fruit and veg target.

Beyond health, beans and pulses also support the planet. Their nitrogen-fixing properties boost soil health, reduce reliance on fertilisers, and help meet biodiversity and climate goals—all with a low carbon footprint.

The Food Foundation and Veg Power are  calling on chefs, retailers, manufacturers, wholesalers, food service companies, youth organisations, community groups and caterers to join the “bean revolution” by serving, selling, and promoting beans like never before.

 

Will you join the campaign?

Beans aren’t just good for you—they’re good for nature, good for the planet, and good for your wallet.