M&S is launching Better with Beans, a summer-long campaign which supports Bowel Cancer UK, to help customers eat more fibre and reduce their risk of bowel cancer.

Running from 1 July to 31 August, the scheme brings together expert advice, recipe inspiration and a refreshed M&S beans and pulses range beginning from 55p.

This comes as research found that over 96 per cent of people in the UK were not eating enough fibre, although fibre is an essential part of a healthy diet and higher-fibre diets are associated with a lowered risk of bowel cancer.

The supermarket retailer has transformed its beans and pulses category with refreshed recipes, clearer health messaging and a new glass jar format across key products.

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As part of the campaign, shoppers will see Better with Beans activity in-store and across M&S channels, including recipe inspiration, editorial content, social activity with nutrition experts and advertisement messaging.

The prices begin from 55p for chickpeas, green lentils, butter beans and kidney beans. Additionally, M&S is set to donate £50,000 to Bowel Cancer UK as part of the campaign.

Grace Ricotti, head of nutrition at M&S Food, said: Beans and pulses are naturally high in fibre, affordable, versatile and easy to add to everyday meals — but as a nation we still don’t eat enough of them.

“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.”