Aldi And Iceland Join Push To Double UK Bean Consumption

Aldi and Iceland are among the latest major food businesses to pledge action to help double UK bean consumption by 2028.

The retailers have joined The Food Foundation and Veg Power’s Bang in Some Beans campaign, which aims to make beans, pulses and legumes a bigger part of everyday diets across the UK.

The campaign is backed by The National Lottery Community Fund and promotes beans as an affordable, sustainable and nutritious food source, rich in protein, fibre and micronutrients.

Aldi has pledged to increase volume sales for all bean products, including composite products, by 15% by 2028. Iceland has also committed to increasing volume sales for all bean products, including composites.

They join a growing list of food industry businesses supporting the campaign, including Lidl GB, Sainsbury’s, M&S, Ocado, Waitrose, Bidfood, ISS, Harvester, BaxterStorey, Compass Group UK&I and Wahaca.

The latest wave of “Keen Bean Pledgers” also includes Subway, Brakes, Elior, Higgidy, Almanhall, Vegetarian Express and the National Trust for Scotland.

According to The Food Foundation, only 4% of UK adults are eating enough fibre, while the average person eats just one portion of beans a week. Campaign organisers believe there is a major opportunity for retailers, manufacturers, hospitality businesses and foodservice operators to make beans more visible, accessible and appealing.

The announcement comes alongside the publication of a new playbook for retailers and brands, Unlocking Commercial Growth for Beans, which highlights the commercial opportunity in the bean category and sets out ways businesses can increase sales through product development, marketing, merchandising and menu innovation.

Good Food has also joined the campaign as a major media partner and will promote beans across its app, magazine, website, podcasts and live events.

Liz Fox, Sustainability Director at Aldi UK, said Aldi was committed to providing healthier food choices at affordable prices.

“By joining the Food Foundation’s Keen Bean commitment, we’re helping make it easier for all shoppers to build a balanced diet — because beans are versatile and an affordable way to get your five-a-day,” she said.

Chloe MacKean, Food Business Transformation Manager at The Food Foundation, said momentum behind the campaign was continuing to build.

“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,” she said.

“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.”