Bean Me Up! Super Beans, Super You

Cleverchefs Marketing
26 minutes ago
2 min read

Beans! Beans are brilliant, delicious and very versatile, but they’ve got a boring reputation.

So we decided to flip that, bring some joy, make them fun, and make them normal for kids.

Hence: Bean Me Up! Super Beans, Super You, a campaign aimed to put beans back into the “cool, everyday food” club.

This campaign aligns with national efforts and hard evidence. We talked to VegPower and immediately fell in love with their “Boosting Beans” campaign, a national effort to help schools boost bean menus and get more beans into kids’ plates.

Did you know?

Current bean consumption in the UK is well below ideal: average UK households consume around 28 g per person per day of beans/peas/pulses, which is quite low and frankly we could be doing better as a nation in the bean department. Research (e.g. “Raise the Pulse”) shows that higher intake of pulses / legumes correlates with improved nutrition (more fibre, more micronutrients) and lower environmental footprint. (University of Reading)

In short: national momentum, urgent need, and real opportunity.

Why Beans Matter: Nutrients, Cost & Planet

Here’s what makes beans a power move (especially when you’re budgeting, caring for health, and caring for the planet):

Protein — beans are a plant protein powerhouse.
Fibre — supports digestion, keeps kids feeling full, and can reduce “hangry” moments.
Minerals & Micronutrients — beans bring iron, magnesium, potassium, zinc, B-vitamins.
Low Fat, No Cholesterol — better “everyday” protein option.
Affordability — beans deliver protein and nutrients at a much lower price per gram vs meat or processed protein products.
Environmental Benefits — lower carbon footprint, less water use, and their nitrogen-fixing nature helps soil health. (Food Foundation)
Under-used potential — many people are “zero bean / pulse” eaters; the decline from past consumption levels shows there’s room to bounce back. (ResearchGate)

So, for families and schools especially, beans are a “triple win”: nutrition + cost + sustainability.

What We’re Doing

From October to November we will be running our internal campaign, Bean Me Up! By combining efforts and moving ideas into actions.

Educational Resources for Kids, Families & Schools

Because we strongly believe in food education at the core of our operations, we will work for and with schools by developing and building learning resources.

An educational resource pack about beans: how they grow, why they’re good, how to cook them.
Family / home cook social media posts: simple recipes, tips for cooking from cans or dried beans, snack ideas.
Nutritional facts via social media posts.