UK supermarket launch touch-free meat packaging

19 April, 2018 by
Annabelle Cloros

A UK supermarket has launched touch-free meat packaging in response to a survey that revealed millennial customers preferred not to handle raw meat.

Sainsbury’s packaging, which will be available from May, will consist of plastic pouches that will enable customers to put chicken pieces directly into a pan without having to touch them.

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After conducting market research, the survey confirmed 37 per cent of millennials did not like to handle raw meat while cooking.

“Customers, particular younger ones, are quite scared of touching raw meat,” says Katherine Hall, product development manager for meat, fish and poultry at Sainsbury’s.

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“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 also raised the issue that millennial customers are not educated when it comes to food safety and often eat out, avoiding the need to cook for themselves.

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Interestingly, one focus group participant even admitted to spraying disinfectant on a plate of chicken before she prepared it.

The new packaging has received mixed reviews from consumers, with some indicating people who can’t touch raw meat shouldn’t be eating it and others concerned about an increase of plastic packaging.

Image credit: The Independent