Shoppers across the UK are being urged to check their cupboards after a recall was issued for a popular snack. Brioche Pasquier has recalled certain batches of its individually wrapped, Pitch Chocolate and Hazelnut Brioches, a favourite on-the-go treat for kids, due to the possible presence of hard pieces of plastic. The Food Standards Agency (FSA) has urged shoppers not to eat the affected product, warning that it "may contain pieces of plastic which makes it a possible choking hazard and unsafe to eat."

The snack is sold in major supermarkets including Tesco, Sainsbury’s, Asda, Morrisons, and Ocado. The FSA said that stores stocking the affected batches will be displaying notices to alert customers and provide instructions for anyone who has already purchased the products.

The recall was issued by Brioche Pasquier on Thursday and applies specifically to packs of six brioches, with the batch code UK 034 and a best before date of March 4, 2026. The expiry dates are located at the pack of each pack. 

The company has advised that customers who have already bought the product should contact them at technical@briochepasquier.com and include a picture of the product and batch code, or reach out via the Contact Us tab on their website for guidance.

The FSA's advice to customers reads: "If you have bought any of the above product do not eat it. Instead, please contact Brioche Pasquier’s customer care team at technical@briochepasquier.com or via their website by visiting the Contact Us tab."

Product recalls like this are issued when a food item is found to pose a risk to consumers. If a product is deemed unsafe, it may either be withdrawn from shelves or recalled, which asks customers to return the item or take other actions. 

Shoppers are reminded to always check labels carefully and follow official guidance from retailers and the FSA when recalls are announced.

Brioche Pasquier is a French bakery brand founded in 1974 and is known for its wide range of sweet baked goods, including traditional brioches, pastries, and viennoiseries.

The brand came to the UK in 2001, and products such as the Pitch Chocolate and Hazelnut Brioches are widely enjoyed by children as convenient breakfast options or on-the-go treats that are individually wrapped.