The supermarket said it was introducing the straight-to-pan plastic doypacks after a survey revealed high anxiety levels of shoppers under the age of 35 when they anticipate having to handle uncooked meat.
The fear of contamination by bacteria such as campylobacter, which can cause serious, even lethal, food poisoning, when discovered in some raw poultry, was so great that one woman in the focus group said she coated her chicken with antibacterial spray before cooking it, Hall recalled.
Hall explained that much of the anxiety over raw chicken comes from a lack of education as more young people dine out in restaurants and aren't preparing as much food at home.
Ruth Mason of the National Farmers' Union told The Telegraph that it's "disconcerting that shoppers are so removed from their food" and while the meat industry faces pressure from the increased number of consumers adopting vegetarian or vegan diets, there have been increasingly strong sales of chickens that can be bought and roasted in a bag.
Sainsbury's has announced it is launching "no touch" chicken products in May, so people who hate handling raw meat can avert the process entirely.
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.
'But we are aware it is a growing trend - and a lot of the data suggests there are concerns about handling raw meat'. There will be a selection to pick from including citrus tikka chicken pieces and teriyaki-style pieces. If popular, the range will be expanded to include pork and fish.