In March 2025, Asda issued an urgent recall on certain packs of its own-brand crisps after discovering that some may contain milk – an allergen not listed on the packaging. The product in question, “Asda Extra Special Sea Salt & Chardonnay Wine Vinegar Hand Cooked Crisps,” raised immediate concern for consumers with dairy allergies or intolerances. While Asda’s swift response and public recall notice were appropriate, the real issue lies in understanding how such a mistake occurred: was it a labelling error or a packaging error?
Why This Matters
In the food industry, mistakes involving allergens can be life-threatening. Under UK food safety regulations, allergens such as milk, nuts, and gluten must be clearly stated on packaging. When this information is missing, even unintentionally, it can lead to severe allergic reactions, hospitalisation, and in the worst cases, death.
Labelling vs Packaging: What’s the Difference?
To the average consumer, a mistake on the shelf may simply look like a “misprint”, but industry professionals make a clear distinction between labelling errors and packaging errors.
- A labelling error occurs when the label itself is incorrect – for example, if it omits required allergen information or makes false claims about ingredients.
- A packaging error happens when the wrong product is placed into the right packaging – for instance, if crisps containing milk are mistakenly filled into bags intended for dairy-free flavours.
According to Asda’s own recall notice, the affected crisps may contain milk, which is not declared on the label. This wording strongly suggests that the labelling was correct for the intended flavour, but the contents were not – pointing to a packaging mix-up rather than a design flaw in the label itself.
How Do These Errors Happen?
Packaging errors can often occur at the manufacturing or packing stage, particularly when multiple flavours are produced on the same line. Without robust clean-down procedures, product changeover protocols, and quality control checks, it’s easy for one batch to be accidentally mixed with another.
Labelling errors, on the other hand, often stem from human oversight during the design phase or software issues in automated labelling systems.
The Food Standards Agency (FSA) Response
The Food Standards Agency (FSA) has backed Asda’s decision to issue the recall and has urged consumers with dairy allergies not to consume the product. While no illnesses have been reported so far, the incident underscores the importance of transparency, traceability, and error-proof systems in the food supply chain.
Lessons for the Industry
This case should serve as a warning for food manufacturers and retailers across the UK. A single slip-up in packaging can trigger a nationwide recall, damage consumer trust, and pose serious health risks.
To mitigate such risks, businesses should:
- Conduct routine allergen audits and cross-contamination checks
- Install automated barcode or batch verification systems at the point of packaging
- Provide continuous training for staff on allergen handling and production hygiene
- Maintain strict changeover protocols between production runs
Phil’s Thoughts
While it may be tempting to dismiss this incident as a simple oversight, the consequences of incorrect packaging in food manufacturing can be dire. In this case, all signs point towards a packaging error, where a batch containing milk was accidentally packed into bags that were not intended for dairy-containing products.
Asda acted responsibly in issuing a recall, but for food safety to be truly upheld, proactive prevention must always trump reactive measures. Whether you’re a manufacturer, retailer, or consumer, understanding the difference between labelling and packaging errors is vital to ensuring safety and compliance in the food industry.