“…Pulses support the three Ps of sustainability—people, planet, and profit (Didinger & Thompson, 2020; Wognum et al., 2011) with large benefits toward personal (Carbas et al., 2021; Curran, 2012; McCrory et al., 2010; Mudryj et al., 2014; Rebello et al., 2014) and environmental health (Ferreira et al., 2021; Harwatt et al., 2017; Sabaté et al., 2015; Willett et al., 2019). Yet, pulses are underutilized as a human food source especially in Europe (Asif et al., 2013; Didinger & Thompson, 2020; Henn, Zhang, et al., 2022) due to barriers of sensory and preparation properties as well as digestive problems such as bloating and flatulence (Doma et al., 2019; Henn, Goddyn, et al., 2022). Besides, consumers seem to underestimate the benefits of plant‐based foods to promote sustainable development (Hartmann et al., 2022; Henn, Zhang, et al, 2022; Tobler et al., 2011a; Vanhonacker et al., 2013) .…”