A powerful new alliance of major retailers, food service giants, celebrity chefs and leading NGOs has officially launched. ‘Try adding some beans’ The campaign aims to double UK soy consumption by 2028.
This initiative food foundation and vegetarian powerIntegrate supply chains to leverage the nutritional, affordable and sustainable benefits of soybeans to address simultaneous national crises such as diet-related disease, food price inflation and climate change.
The strength of the campaign lies in the significant market involvement of key partners. The first-ever ‘Keen Bean Pledges’ demonstrate a joint effort to drive sales and procurement across the retail and catering sectors.
| Partner Category | pledger | Commitment Highlights (through 2028) |
| retail giants | Riddle GB | 50% increase in total sales of soybean products |
| sainsbury’s | Aims to increase sales of beans and legumes | |
| M&S | Increase sales of all Ambient Bean products by 15%. | |
| Ocado | Increase coffee bean sales through promotion, marketing, and NPD | |
| waitrose | Increase total soybean sales tonnage by driving ingredient and complex product sales. | |
| Food Service and Catering | Bid Food (wholesale) | 30% increase in total sales of soy products |
| ISS (Catering) | Soybean procurement volume increased by 25% | |
| Harvester (Restaurant) | Soybean procurement volume increased by 15% |
Push is supported in the new version. Soybean Fact ReportThis highlights the need for increased consumption. With only 4% of UK adults consuming enough fibre, beans, a fibre-rich and micronutrient-rich food, offer a simple solution that could significantly improve the nation’s diet. Medical organizations including the British Heart Foundation and Diabetes UK support its role in disease prevention.
Crucially for consumers, the report shows that soybeans are, on average, 4.5 times cheaper With prices per 100g rising compared to other plant-based meat alternatives, it has established itself as an essential and accessible source of protein.
Beyond health and cost, this campaign is a major nod to sustainable sourcing. Soybeans have a low carbon footprint and are known for their nitrogen-fixing properties, which keep soils healthy and reduce the need for synthetic fertilizers. The report said UK soy consumption would need to increase sevenfold to meet Eat Lancet’s Planetary Health Diet, highlighting the key role soy will play in future regenerative farming practices.
Chef and activist Jamie Oliver said: “If there’s one thing we need to eat more of, it’s beans. They’re a plant-based food that’s not only delicious and cheap, but also rich in fibre.”
Rebecca Tobi, head of food business innovation at The Food Foundation, said: “Soy is good for our health, our environment, and our wallets. We’re building a movement of food companies and chefs to help put more beans on their menus and in their shopping carts.”
The campaign, funded by the National Lottery Community Fund and featuring a digital strategy, arc agencyWe will recruit social media influencers and chefs to promote global cuisine and diversify consumption beyond traditional baked beans.
