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Sainsbury’s to launch ‘no touch’ poultry portions

Squeamish consumers have prompted Sainsbury’s to expand its offering of poultrymeat that does not need to be touched before cooking.

The retailer is launching a range of flavoured chicken portions in pouches that can be emptied straight into a pan.

Tear and tip

Its “tear and tip” range will come in 300g portions priced at £3.50, and flavours will include Citrus Tikka and Chilli and Garlic.

A study undertaken by consumer research firm Brand Potential found shoppers uncomfortable with the prospect of touching raw poultry.

Research found two-thirds of consumers to be very concerned about “hygiene and contamination” when buying poultry products. Photo: Sainsbury
Research found two-thirds of consumers to be very concerned about “hygiene and contamination” when buying poultry products. Photo: Sainsbury

A third of respondents said they had an aversion to handling raw chicken, while 40% said they would actively choose to buy products in packaging where they wouldn’t have to touch uncooked meat.

The research also found two-thirds of consumers to be very concerned about “hygiene and contamination” when buying poultry products.

A growing trend

Ruth Mason, chief food chain adviser at the National Farmers’ Union, told the Sunday Times: “We find it disconcerting that shoppers are so removed from their food that they have these concerns. But we are aware it is a growing trend — and a lot of the data suggests there are concerns about handling raw meat.”

She added that roast in the bag whole chickens, which allow consumers to cook a bird without removing it from packaging, were also growing in popularity.

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