Sainsbury's introduces touch-free meat packs

Cornelia Mascio
Aprile 16, 2018

Nearly a third of respondents have an aversion to touching raw chicken and over 40% would actively choose to buy products in packaging where they don't have to touch the meat. The supermarket chain said the plastic pouches, or "doypacks", as the packaging industry calls them, have been developed as a direct response to consumers under the age of 35 who say they do not like coming into contact with raw meat.

"Customers, particularly younger ones, are quite scared of touching raw meat", Katherine Hall, product development manager for meat, fish and poultry at the retailer, told The Sunday Times."These bags allow people, especially those who are time-poor, to just "rip and tip" the meat straight into the frying pan without touching it".

Hall explained that much of the anxiety over raw chicken comes from a lack of education as more young people dine out in restaurants and aren't preparing as much food at home.

Fear of contamination by bacteria such as campylobacter is one of the reasons "Generation Y" is said to be so fearful of touching raw meat.

Thirty-seven per cent of millennials - born after 1980 - preferred not to touch raw meat, compared with a little more than a quarter of the wider population, a report from the market research firm Mintel found.

It's worth noting that Sainsbury's mini chicken breast fillets cost £2.50 for 320g, while their new chicken pouches, which come ready-marinated, cost £3.50 for 300g.

"We have seen sales data of those, and we are aware they have done very, very well", said Mason.

If popular, the supermarket says it will extend the range to include pork and fish.

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