The fibre-focused campaign was launched on Monday 28 September 2026 by two prominant nutrition organisations, with the aim to increase awareness around incorporating fibre into the UK diet.

The organisations describe it as ‘a high-energy, food system-wide movement to change British food culture over the long term’. Chefs, nutritionists, retailers, schools, caterers, media partners and businesses are all taking part in getting the message out.

Behind the campaign are Veg Power, a not-for-profit on a mission to increase the UK’s veg, fruit and bean consumption, and The Food Foundation, a charity that aims to make healthy and sustainable food affordable and accessible for all.

They hope the campaign will help close the nation’s fibre gap by increasing healthy sources of fibre, like beans and pulses.

The campaign encompasses a ‘Discover Beans’ nationwide schools’ programme involving thousands of children, as well as a social media campaign aiming to reach parents.