Waitrose is recalling own-label Chocolate Chip Brioche Rolls because they may contain pieces of hard plastic and metal, making them unsafe to eat.
The precautionary recall affects a specific batch of the eight-pack brioche rolls (rsp: £1.50) wiht the code B26177 and best before date of 26 July 2026.
A spokesperson for Waitrose confirmed to British Baker that its brioche roll supplier had identified the source of metal and plastic contamination and was “working hard to get production back to normal”.
“We do not expect any impact on availability,” added the spokesperson. “We are really sorry for the inconvenience.”
Waitrose is advising customers not to consume the impacted products, and to instead package them up and return them to a local branch or contact them for a full refund. A food alert published by the Food Standards Agency on 21 July said that point of sale notices are currently being displayed in all of the Waitrose retail stores that were selling the product.
It was the second such recall for brioche rolls this year, following the one issued in February by Brioche Pasquier due to possible plastic contamination. It also comes just a few weeks after Ferrero UK recalled specific batches of its frozen Nutella croissant over fears they may contain pieces of metal.
Two recalls relating to potential rodent contamination came in the space of just week in April – first by First National Bakery for an 18-strong range of Caribbean-style bread products at its West Bromwich site, and then by Bradford-based manufacturer Saffron Pastries for 25 branded biscuits and cake slices.
According to exclusive research by British Baker there were 113 recalls in the bakery market between 2021 and 2025, of which 21 related to contamination of a foreign body, including the presence of glass, small stones, and even moths. Undeclared allergens were the most common reason for bakery products to be recalled, accounting for 76 of the cases.
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