Anya Ryan is a journalist, writer and critic based in London with a special interest in the arts. Her bylines include 

Speed and convenience have become the consumer norm. The 'I need it now' culture shows no signs of slowing down, yet the complexity around it is becoming more apparent.

Compulsive Convenience

When you picture the humble chickpea, you might think of tins lined up in supermarkets that are priced at £1 or less. But 

, has built a business around asking UK shoppers to see this cupboard staple differently: as something worth spending more on, and as a luxurious centrepiece of a meal.

Specialising in premium jarred beans, chickpeas and pulses, Bold Bean Co transforms a traditional ingredient into something “design-forward, health-conscious but still vaguely mainstream”. 

The Drum

 A jar of Queen Chickpeas is listed on the Sainsbury’s website at 

, which is significantly more expensive than the standard tin on the shelves. In a cost-conscious climate, you might not expect the Bold Bean Co brand to work. But, with an annual sales growth of 154.81% over the past three years, there is clearly a market for a simple ingredient made special.

The Times

 Instagram followers, with its beans stocked in shops including Waitrose, Sainsbury’s, Tesco and Ocado. Much of Bold Bean Co’s marketing strategy focuses on the beans’ quality. “The preparation of the beans that turns them into something special…that elevated result is something you can’t really get with mainstream products,” says food and drink expert Charlotte Pike. 

Interview Charlotte Pike conducted by the author

 The growth of Bold Bean Co has been totally reliant on the online world, too. Food creators such as Sophie Wyburd have championed the brand on her 

, while the brand’s September London pop-up, The Beanery, was advertised on their 

. Bold Bean Co is therefore selling more than beans – it is selling the idea that an ordinary ingredient can be culturally relevant, desirable and worth talking about.

In July 2026, 56% of adults in the UK reported an increase in the cost of living compared to the previous month. 

House of Commons Library

 Still, 58% of Britons are looking to treat themselves. 

The Harris Poll

 With larger purchases harder to justify, shoppers are looking for less expensive moments of indulgence and pleasure. Bold Bean Co turns an inexpensive cupboard staple into a treat. “Ultimately, the price of them is expensive compared to tins,” says Pike. “But they still cost a lot less than meat dishes…they give that elevated experience for a couple of pounds…that is a huge draw for people looking to spend less on their food but still get something really delicious.” 

People increasingly want everyday choices to feel ‘good’ – whether that means healthier, higher quality or better value. The FSA reported that 67% of people try to choose healthier versions of products when shopping. 

Food Standards Agency

 To make things easier for food lovers, brands can focus on showing familiar signals such as authenticity and ingredient transparency. Bold Bean Co taps into this by making quality tangible through its focus on ‘honest’ ingredients and preparation. On their 

, they have videos which show the cooking and packaging process in detail. As Pike says, “Having trustworthy brands is more important than ever…being able to rely on brands to deliver really good quality products that meet their ethos is so important.” 

Financial pressure means people are looking for pleasure in everyday routines. Roughly 71% of all UK meal occasions are eaten at home, while average evening-meal preparation time has fallen to an all-time low of 31 minutes. 

Agriculture and Horticulture Development Board

 At the same time, 37% of Britons say they had cooked from scratch in the previous month for financial reasons. 

 “Effortless upgrades are of huge value for people,” says Pike. “Bold Beans taste fantastic on their own…you can eat them straight out of the jar…having that fantastic quality flavour, texture and overall experience makes them come back for more.” 

As food lovers become increasingly burdened by the pressure to optimise everyday purchases, brands can rethink the role of basic products that are nutritious, versatile and affordable. Bold Bean Co shows how a humble staple can become the main, lavish focus of a meal – the company has even released 

 centred on beans. The opportunity for brands isn’t necessarily to make everyday staples more aspirational, but to make them good enough to really satisfy and simple enough to choose without deliberation. As Pike says, “The [Bold Bean Co] flavour and texture is far superior to many other beans…keeping it simple with great ingredients is a wonderful way to create healthy meals without too much effort.” 

Do the work of making ‘good’ feel obvious

When shoppers are overloaded with information and competing claims, brands can reduce decision fatigue by making quality and value clear. This can be done through intuitive cues that help customers understand why something is worth choosing without requiring them to become experts or do their own research. "Trust is really important, and Bold Beans have gone a long way to explain how to use their products and why it is in the format it is," says Pike. They have healthy 

 available for free on their website, with sections dedicated to beginner-friendly recipes, dinner party recipes and beans in under 20 minutes. 

 In doing this, they show shoppers how to use their quality beans.

Rather than asking people to change all their recipes, Bold Bean Co encourages them to use its products to add pleasure to routines they already have. This means no lifestyle change is required – the upgrade is built into the ingredient itself. Its baked beans, for example, allow food lovers to make a simple swap in a familiar meal while making it feel more special. “Making clever swaps without too much extra work and incorporating ingredients that can elevate what they’re doing without too much effort is really appealing right now,” adds Pike. 

 The opportunity for brands, then, is to think about people’s pre-existing habits and how to build a sense of ‘small luxury’ into them.

Bold Bean Co has had an annual sales growth of 

 of Britons are still looking to treat themselves, despite needing to cut costs elsewhere

 of all UK meal occasions are eaten at home

Bold Bean Co is turning humble cupboard staples into premium, affordable indulgences, showing that customers are willing to pay more for simple luxuries

In a financially precarious world, people are finding pleasure in small luxuries to make everyday meals more rewarding

By making quality, authenticity and ease tangible, Bold Bean Co removes decision fatigue and helps people upgrade familiar meals

Charlotte Pike, MBE, is a food and drink expert with over a decade of experience. Her work includes writing, consulting and speaking. Her work was honoured with an MBE for services to food writing and food education in The King’s Birthday Honours, 2024.

Charlotte is the author of seven cookery books – some of which have won and been shortlisted for leading International and UK-based book awards. Her sixth book, 

 was published by Hamlyn in November 2024 and her seventh, 

 was also published by Hamlyn in September 2025.

As one of the UK’s leading independent cookery teachers, Charlotte taught cookery classes at schools around the UK for a number of years. She is Founder and Director of Field & Fork School, a food education social enterprise.

United Kingdom

Eating and Drinking

Interview with Charlotte Pike conducted by the author

Bold Bean Co is transforming humble cupboard staples into premium, affordable indulgences. Its success reflects a wider customer desire to find pleasure in everyday routines, with quality, authenticity and small luxuries making familiar meals feel more special, without the extra work.

Analysis

Anya Ryan

Charlotte Pike

Related Macro behaviours

Compulsive Convenience