Supermarket to sell touch-free raw meat for squeamish millennials

Sainsbury's will sell'touch-free packaging so people don't have to handle raw meat

Sainsbury's will sell'touch-free packaging so people don't have to handle raw meat

As a result, Sainsbury's will introduce plastic pouches, or "doypacks", that will hold chicken that can be thrown straight into the frying pan without being touched.

The move comes after research by Brand Potential found two thirds of people are "very concerned about hygiene and contamination" when it comes to handling raw meat, particularly chicken.

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.

She said that in one focus group, a woman said she had "sprayed her chicken with Dettol first before cooking it" because she was so anxious about contamination from bacteria in the uncooked meat. This solution, however, takes consumer/ raw meat distance further. "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, ' Katherine Hall, product development manager for meat, fish and poultry at the retailer, told The Sunday Times. The FSA states that cooking will kill any bacteria present, including food poisoning bug campylobacter, whereas washing chicken can spread germs by splashing.

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.

Ruth Mason, chief food chain adviser at the National Farmers" Union, said: "We find it disconcerting that shoppers are so removed from their food that they have these concerns.

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