06 April 2023 , 09:19
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Sainsbury’s has defended its new minced beef packaging after some consumers complained that the meat turns to "mush" when opened.
The supermarket chain introduced vacuum packaging for the meat product last month to all of its 1,400 stores in a bid to reduce its plastic waste.
Sainsbury's said the new packaging uses 55% less plastic than the traditional plastic tray covered with film, saving 450 tonnes of plastic each year.
It also issued leaflets in its stores to explain the new packaging to its customers.
However, shoppers have not held on sharing their feelings and many were not fans.
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One social media user said that the new vacuum packaging made the product look like "a rectangle of mushed off cuts” and “destroyed” the product.
Another said the meat product now looked like it had "been grown in a lab".
One Twitter user said she had not bought the minced product since the new packaging had been introduced another said it was the "nearest thing to baby food" and "was horrible".
Shoppers also expressed their dislike in reviews on Sainsbury's website, with the product now only rated two and a half stars.
One shopper rated the product with one star and said: "I found the mince was not of the same quality. It was very mushy and did not break up easily.
"Took a lot more cooking and was quite tough and chewy to eat. I didn’t like the look or the taste. Think I will be going back to my local butcher. I won’t be buying it again from Sainsbury's. Not a success in my book."
Another, who also rated it one star, added: "I agree that packaging should be looked at and improvements made but this has ruined the product. I have bought Sainsbury’s mince for years but sadly will not now."
Another shopper said: "I’ve bought Sainsbury’s mince for years - but no more. It’s not mince - in fact, I’ve no idea what it is - it’s just wet scrapings from ???? It’s not identifiable. It is tasteless and impossible to cook to create a cottage pie. I’m also concerned as now the plastic is in contact with the 'meat'."
However, even with this backlash, the supermarket chain has stood by the move saying that it was "always looking for new ways to innovate packaging" to meet its "ambitious plastic reduction targets".
Richard Crampton, director of fresh food at Sainsbury’s said: “We know customers expect us to reduce plastic packaging and we are committed to making bold changes for our customers and the environment.
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"This small change makes a big difference, more than halving the plastic used in our beef mince range and also reducing food waste.
"We are always listening to feedback and can see lots of our customers are already getting used to the change.”
Steve Dresser, the boss of retail consultancy Grocery Insight told the BBC: "It's fair to say the change has not been well received, at all."
He said that although sustainability is important for customers it was a "very fine balance".
Steve added: "This looks like a simple move that doesn't require the customers to do anything differently.
"But the packaging appears to have negatively affected the product quality which is clearly something that's impacted customers."