Product recalls can shake trust, but they don’t have to cripple a brand. It all comes down to how the recall is managed.
When Recalls Go Wrong
The Food Standards Agency (FSA) urgently recalled Jolly Rancher hard candies, Misfits gummies, and more after tests revealed toxic substances (MOAH and MOSH), linked to DNA damage and cancer risk—especially for young consumers.
What went wrong:
- The contamination was only discovered post-distribution.
- Worryingly, “some products continue to enter the UK via other distributors,” due to fragmented supply chains.
Lessons:
- Brands must own responsibility, even through complex import networks.
- Failing to control every entry point creates loopholes—and undermines consumer safety.
Other examples of other recalls that went wrong:
Organico Alla Norma Pasta Sauce: A popular jarred pasta sauce sold in Ocado and other supermarkets was recently recalled after shards of glass were found in the jars.
Card Factory Tatty Teddy Cushions: Card Factory pulled its Tatty Teddy cushions from sale due to serious fire safety risks, revealing they didn’t comply with UK regulations.
When Recalls Are Managed Well
Bugaboo UK recently recalled batches of its Giraffe highchair, after discovering loose screws could cause legs to detach—an obvious injury hazard.
What went right:
- Bugaboo removed products swiftly from Boots and other outlets.
- They issued free repair kits with clear assembly instructions—and safety advice in the interim.
Lessons:
- Offer interim solutions, not just recalls.
- Empower customers with DIY repair plans and open access to assistance.
Other examples of other recalls that were managed well:
Zizzi Vegan Jackfruit Pepperoni Pizza: Thousands of Zizzi frozen pizzas were withdrawn due to undisclosed milk ingredients—creating allergy hazards for consumers.
Volkswagen T‑Roc Headlights: While outside the food/drink category, this recall offers valuable lessons. Volkswagen in the UK recalled around 359 T‑Roc SUVs due to misaligned LED headlights that could blind other drivers.
What Separates Good Recalls from Bad Ones
| Element | Poorly Handled Recall | Well-Handled Recall |
| Speed | Delayed detection, slow response | Rapid detection, fast public advisories |
| Communication | Vague warnings (“do not eat”) | Clear, detailed messaging with batch info |
| Customer Recourse | No interim solution, only full withdrawal | Free fixes, replacements, full refunds |
| Transparency | Unexplained issues; blame misplaced on regulation | Open admission and detailed explanation |
| Accountability | Supply chain excuses, minimal effort | Full ownership—even through retailers |
Why Real-World Handling Matters
- Consumer Trust: A vague “safety recall” breeds confusion and fear. Specificity and swift action show respect for customer safety.
- Brand Reputation: Poor handling invites negative press and lasting mistrust. Well-managed recalls create a halo of responsibility.
- Regulatory Confidence: Authorities monitor patterns. Recalls of multiple unsafe products from the same retailer reflect poorly—but swift self-correction builds respect.
- Long-Term Value: The short-term cost of a recall is minor compared to long-term brand equity losses from mishandled incidents.
Best Practices for Brands
- Monitor diligently: Internal and supplier checks catch issues early.
- Act fast & public: Transparency builds trust—even in bad situations.
- Offer fair remedies: Refunds, repairs, replacements—always without penalty.
- Communicate clearly: Batch codes, health risks, actionable next steps.
- Own the full supply chain: Don’t deflect blame onto distributors or regulators.
The Jolly Rancher, Organico sauce, and Tatty Teddy cushion recalls show the dangers of delayed, evasive, or repeated failures while in contrast, Bugaboo, Zizzi, and VW demonstrate transparency, customer-first remedies, and rapid, detailed communication.
In an age of easy critique and consumer scrutiny, how a brand handles a recall is inseparable from what happened. Handled well, recalls can even bolster a brand’s reputation. Handled poorly, they chip away at trust—perhaps irreparably.
At Keith Bishop PR, we help brands prepare and respond to product crises, ensuring that when the unexpected happens, reputations don’t.
Want to up your recall response game? Let’s talk about building a readiness plan that makes your brand resilient—not just reactive.
