Sainsbury’s has made a bold move for meat-eaters everywhere. The supermarket chain has introduced touch-free meat packaging for squeamish customers. The new packaging allows buyers to slide meat directly from the plastic packaging and onto a pan. That’s right, you won’t have to put a single fingerprint on meat again. The decision was made after market research revealed that 37% of young customers “preferred not to handle raw meat”, Munchies reports.

Katherine Hall, product development manager for meat, fish, and poultry, went into more detail. “Customers, particularly younger ones, are quite scared of touching raw meat”, she said. “These bags allow people […] to just ‘rip and tip’ the meat straight into the frying pan without touching it”.

Although the packaging may be a relief to some, others are getting critical of the environmental cost. One critic, Phillippa, tweeted “so they are adding MORE plastic packaging when other retailers are trying to reduce? Crazy @sainsburys! If you can't bear to touch raw meat you shouldn't be eating it”. Meanwhile, Welsh newspaper The Daily Post ran their own story with the headline "Sainsbury's new snowflake range for millennials 'who get anxious about touching raw meat'’’, which took aim at the squeamish customers.