Sainsbury’s vacuum packed meat divides customers

Image source: Sainsburys

Sainsbury's beef mince packaging has stirred up a heated debate on the internet, dividing opinions among consumers. The new packaging design aims to reduce plastic usage by at least 55%, aligning with Sainsbury's goal of cutting its reliance on plastic packaging in own-brand products by 50% before 2025.

Customers of Sainsbury's have taken to social media platforms and the supermarket's product review section on its website to express their dissatisfaction with the beef mince, which is now sealed using a vacuum packing machine. Earlier this year, Sainsbury's proudly announced its status as the first UK retailer to adopt vacuum packaging for all beef mince, estimating that this switch would save approximately 450 tonnes of plastic annually.

The vacuum-sealed packaging, machine not only reduces plastic waste but also ensures freshness by eliminating oxygen, which will extend the shelf life of meat products, resulting in less spoilage. Sainsbury's website emphasises that while the packaging has decreased in size, the amount of beef mince remains the same. This reduction in packaging size also allows for more efficient utilisation of refrigerator and freezer space in Sainsbury's stores.

Despite the positive intentions behind the packaging change, numerous Twitter users voiced their concerns. Some criticised the new packaging, claiming that it ruined the texture of the mince and negatively affected its taste. Others found the packaging to be reminiscent of medical products, expressing an aversion to this association. There were even more severe criticisms, with one individual stating that the packaging was difficult to open and that the mince appeared unappetising even before reaching the use-by date.

However, not all feedback was negative. Several users applauded Sainsbury's for taking a leading role in reducing plastic waste and carbon emissions. They commended the supermarket for prioritising its carbon footprint and embracing innovative approaches. Others dismissed the controversy, suggesting that some individuals were overreacting to a seemingly inconsequential matter amidst the numerous pressing issues in the world.

This modification to the beef mince packaging represents the latest in a series of changes implemented by Sainsbury's to reduce the use of plastic packaging for its own-brand products. In previous years, the company achieved a 1% reduction in plastic packaging in 2018 and introduced refillable packaging in 2019 to further minimise plastic waste.

Richard Crampton, the director of fresh food at Sainsbury's, acknowledged the significance of addressing customer expectations regarding plastic reduction and reaffirmed the company's commitment to making bold changes for both customers and the environment. Crampton highlighted the substantial impact of this seemingly minor alteration, as it not only significantly reduces plastic consumption but also helps combat food waste. He assured customers that their feedback is valued and acknowledged the ongoing adjustment process as customers adapt to the change.

Sainsbury's continuous efforts to tackle plastic waste demonstrate its dedication to sustainability and environmental responsibility. By actively seeking and implementing innovative solutions, the company strives to achieve its plastic reduction targets while meeting customer expectations for more eco-friendly practices.

Read Sainsbury’s full statement here: