Urgent product recall for breakfast favourite sold at Tesco and Asda - 'do not eat'

A breakfast favourite sold at Tesco and Asda has been urgently recalled as shoppers are told "do not eat". The bakery brand issued a warning after "hard white plastic" was found in the product. Customers are being warned about the present choking hazard for the children's breakfast food.

Brioche Pasquier's Pitch Chocolate and Hazelnut Brioches are sold across Tesco, Asda and Ocado supermarkets in the UK. Anyone who has bought a six-pack bag with a best before date of March 4 2026 can return them.

The Food Standards Agency (FSA) announced there is "the potential presence of hard white plastic".

They warned that the plastic pieces had made the product "unsafe to eat" although it is not clear how the plastic ended up in the brioches.

The only products reportedly affected are the Pitch Chocolate filled 225g (6×37.5g) packs with UK 034 batch code.

Brioche Pasquier said that any other variations of the product or any of its other products have not been affected by this incident.

Those who have purchased the affected product are advised not to consume the brioches and ask that the customer contact their producer's customer care team via their website or by sending an email to technical@briochepasquier.com.

This incident comes after several other product recalls across the UK.

Last week, Lily's Kitchen also recalled its Pasta Al Ragu Wet Adult Dog food due to a risk it contains pieces of plastic.

The affected product is the 400g cans with a batch number of 5212T9097F. The can must have be numbered between 27018 and 50268 and have a best before date of 31 July 2027.

Danone and Nestle have also recently recalled their baby formula products. While Danone recalled 15 of its Aptamil and Cow & Gate products, Nestle recalled over 60 batches of its SMA formula milk over toxin fears with risks of symptoms including vomiting and diarrhoea.

Lidl GB also recalled a product after discovering their snack may contain pieces of foil. Snaktastic Multigrain Bites Sour Cream & Black Pepper may contain a possible choking hazard. Customers are warned to check their products if their packs are 150g (6x25g) with a batch code of 207 345 and a best before date of 4 April 2026.

Hobbycraft also recalled its My Living World Worm Kit, Hobbycraft Easter Bumper Craft Kit and the Hobbycraft Sand and Pom Pom Art Kit after concerns they may be contaminated with asbestos.

For more of the latest product recalls customers can check the UK Government website.