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.
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.