‘Better with Beans’ Campaign to Lower Bowel Cancer Risk

By the Editorial Team · Tuesday, July 7, 2026

Marks & Spencer has launched the "Better With Beans" campaign with Bowel Cancer UK to encourage increased consumption of fiber-rich pulses as a way to lower bowel cancer risk. The initiative highlights that most UK adults fall short of recommended fiber intake, and promoting everyday bean-based meals could play a crucial role in cancer prevention efforts.

Marks & Spencer has launched a new initiative aimed at encouraging consumers to increase their intake of beans and other pulses as a way to reduce the risk of bowel cancer. The "Better With Beans" campaign, developed in partnership with Bowel Cancer UK, runs through August 31 and seeks to raise awareness about the importance of dietary fiber in cancer prevention.

Pulses, including red kidney beans, lentils, chickpeas, and black beans, are rich sources of fiber, an essential nutrient linked to lower risks of bowel cancer, heart disease, and obesity. However, only about four percent of people in the UK currently meet the recommended daily fiber intake. On average, individuals consume around 16 grams per day, which is roughly half of the NHS guideline of 30 grams daily.

Bowel cancer remains the fourth most common cancer in the UK, with over 48,000 new cases diagnosed annually. It is also the second leading cause of cancer-related deaths in the country, accounting for approximately 17,700 fatalities each year. According to Cancer Research UK, insufficient fiber intake contributes to nearly 28 percent of bowel cancer cases.

The campaign encourages incorporating more beans into everyday meals, such as adding them to salads, curries, traybakes, and soups, as a simple way to boost fiber consumption. Marks & Spencer is also seeking regulatory approval to allow retailers to label high-fiber foods with health-supportive claims such as "supports gut health."

Dr. Claire Coughlan of Bowel Cancer UK emphasized the importance of adequate fiber consumption for lowering cancer risk, noting that promoting familiar, everyday foods could make a significant impact. "Eating enough fiber is one of the most important ways people can help reduce their risk, but most of us still aren’t getting enough," she said.

In addition to fiber intake, other lifestyle factors can help reduce the risk of developing bowel cancer. These include limiting processed meats such as ham, bacon, and sausages, reducing red meat consumption, and favoring chicken and fish. Maintaining a healthy weight through regular physical activity and cutting down on sugary beverages is also advised. Public health guidance further recommends quitting smoking—support for which is available through NHS Smokefree—and moderating alcohol intake to no more than 14 units per week, spread out over several days.

Early diagnosis of bowel cancer significantly improves treatment outcomes. Common symptoms to watch for include bleeding from the bottom, blood in stool, changes in bowel habits such as diarrhea or constipation, unexplained weight loss, persistent fatigue, and abdominal pain or lumps. Health authorities continue to stress the importance of awareness and proactive lifestyle changes to reduce the burden of this disease.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.