The new label, which has been introduced to support the Food Standards Agency’s campaign targeting consumers with the message ‘Don’t wash raw chicken’, was introduced on packs from 18th June.

Moy Park whole birds are stocked across the island of Ireland with the brand having almost 50 per cent penetration in the Irish marketplace.

Ursula Lavery, Moy Park Technical Director Europe, said: “We are proud to be one of the first poultry companies to promote the ‘No need to wash’ message on the front of the pack.

“Our research confirms that consumers know chicken is perfectly safe when cooked and prepared properly and that any unfriendly bacterial is killed during the cooking process. The aim of this label is to provide a clear message to consumers that raw chicken does not need to be washed in the home.

“We have also produced a video and leaflet for consumers on how to prepare and cook chicken safely,” she concluded.