With 85 per cent of households concerned about escalating food cost, joint charity campaign features advice from celebrity chefs and authors
Not-for-profit alliance Veg Power and The Food Foundation have launched a collaborative campaign in response to rising food costs and economic pressure across the UK.
The campaign was developed in response to a recent survey from Veg Power that found that 85 per cent of households are concerned about escalating food costs.
The ‘Eat Well for Less’ campaign aims to help families and individuals across the UK to sustain healthy eating habits, and forms part of a wider campaign to double the UK’s consumption over the next three years.
The campaign comes as grocery inflation rose by 2.3 per cent in the four weeks to 6 September 2026, as FPJ reported yesterday.
According to research commissioned by The Food Foundation, fresh food is frequently the first thing cut from household budgets during a cost-of-living crisis, with 65 per cent of food-insecure households buying less fruit and 55 per cent purchasing fewer vegetables.
The research also found 6.5 million adults and 2.2 million children across the UK were facing food insecurity in July 2026.
The campaign has been developed in consultation with key partners including Felix, Hubbub (The Community Fridge Network), Feeding Britain, The Bread and Butter Thing, and Food Cycle.
Resources within the campaign include a digital flyer packed with tasty and budget friendly advice, recipes and tips to help extend household budgets, and a poster that can be shared in communal areas.
Additionally, video content and expert advice will be available, including meal planning guidance, batch cooking strategies from Suzanne Mulholland, otherwise known as author The Batch Lady, frozen vegetable tips from celebrity chef Hugh Fearnley-Whittingstall and waste advice from eco-chef and writer Tom Hunt.
Dan Parker, chief executive at Veg Power said: “Fresh produce is frequently among the first food items people cut back on. To address this, we’ve partnered with several key organisations to assist families and individuals across the UK in eating well affordably.
“As a not-for-profit dedicated to enhancing dietary health, our goal in offering this friendly, practical guidance is to make the five-a-day target achievable for all, encouraging greater consumption of vegetables, fruit, and beans both now and in the future,” he added.
The campaign will provide advice with a strong focus on fresh produce, beans and pulses, highlighting their benefits as affordable, nutritious and filing staples.
Mark Breen MacCormick, head of food at Hubbub, said: “Beans and pulses are a brilliant example of what we champion: they’re affordable, filling and endlessly versatile, from beans on toast to a banging curry. We’re proud to support Eat Well for Less in helping communities eat well without breaking the bank.”
The materials will be distributed through local networks, schools, nurseries, local authorities and other community projects.
Rachel May, head of community at Felix said, “We are proud to support the “Bang in Some Beans” campaign, helping put legumes at the heart of a healthier, more sustainable food system.
“In working together to provide food to these groups, coupled with shareable resources to help people create nourishing meals on a budget, we’re making an important contribution to supporting healthier diets,” she added.
