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Bigging up bean-based products and consumption in Britain

Non-profit organisation the Food Foundation has launched a campaign, “Bang in Some Beans”, designed to increase UK consumers’ legume consumption.

In November, the food policy and business reform advocate released its campaign, which aims to double the nation’s bean consumption by 2028.

On average, consumers eat one portion of beans per week in the UK, according to the Foundation – a very different picture to 40 years ago, with purchasing data showing that shoppers used to buy four times as many beans.

“There are therefore huge opportunities to shift the dial, and we would like to see manufacturers thinking creatively about which categories they can influence,” Rebecca Tobi, head of food business transformation, told Ingredients Network.

Potential production possibilities range from tinned to frozen legumes, pouches, ready meals, snacks, sandwiches, and a wide range of other composite foods.

Beans: From limited to limitless

Currently, food manufacturers use beans sparingly in finished products, primarily in tried-and-tested traditional formulations.

“Typically, the use of beans in products is fairly limited, with beans often stuck in the dried and tinned category,” said Tobi.

While the Food Foundation, which focuses on pursuing policy reform and business practice changes, sees some ready meals containing beans, green peas dominate as an ingredient in snacks that sit in the health and wellness space.

Furthermore, today’s physical and digital shelves house very few new launches and existing offerings containing pulses, such as lentils and kidney beans.

“We think there is huge potential to change this, and to consider different types of beans we could use, as well as where else we can add beans to products to support the health of people and the planet,” added Tobi.

Charity campaign calls for bigger bean backing

Announcing its campaign to push for greater inclusion of beans in UK finished products, the Food Foundation is encouraging manufacturers to increase their use of beans in formulations.

“We think there’s huge potential for manufacturers to bang in some beans and look for opportunities right across their portfolios to boost their bean offering,” said Tobi.

In snacking categories, for instance, brands could offer dried bean snack varieties to provide an on-the-go easy-to-consume option.

“Even on-the-go is ripe for change,” Tobi added.

Making falafel wraps or adding hummus to sandwiches and salads can be an effective way to increase intake of bean-based ingredients.

In the ready meal category, manufacturers could target convenience-seeking consumers looking for better-for-you alternatives. Family favourites like curries, shepherd’s pie, and stews are ideal places to start for formulators, as these wholesome family staples are familiar enough to provide comfort and satisfy consumer expectations.

Producers can then add flavourful, textural twists and nutritious additions by including beans in their ingredient lists.

Packing a promotional push with positive product positioning

The Food Foundation has run several consumer surveys on which positioning and marketing strategies work well for bean-based products. According to its results, sensorial and lifestyle factors outweigh nutritional needs when deciding whether to choose bean-based products.

“What comes out strongly is that highlighting taste and convenience trump[s] the environmental and even health benefits of beans,” said Tobi.

The affordability of beans can also be a selling point for some demographics, but ultimately, focusing on appeal is key. For example, the Food Foundation has found that looking to other world cuisines for taste and flavour inspiration is an impactful positioning.

Also, while it is not the main selling point, when referencing the health benefits of beans, highlighting their fibre and plant protein content resonates well with shoppers.