Glass Bakeware: The Next Holiday Recall?

By Mike Rozembajgier

According to an estimate recently released by the Consumer Product Safety Commission (CPSC), nearly 12,000 people have been injured by heat resistant glass bakeware in the last decade – a figure cooks should keep in mind when baking their favorite seasonal treats this holiday season. While there have been no recalls of Pyrex or Anchor Hocking bakeware, these companies and others in the industry may want to review their recall plans. Since they share many of the same risks, glass bakeware manufacturers can learn from companies that have recently announced other cookware recalls.

Heat resistant bakeware, best known as Pyrex, can not only break, like any glassware, but under certain circumstances can also suddenly shatter, “in a forceful way that would actually shoot shards across the room,” according to Don Mays of Consumer Reports, which conducted tests of glass bakeware safety for its January 2011 issue. Consumer Reports offered its own safety tips for glass bakeware users, but manufacturers should also prepare for safety complaints by testing their products and partnering with outside experts, just in case a recall is required.

Just in time for the holidays, Pyrex and Anchor Hocking found themselves in the uncomfortable position of having to manage consumer fear of their bakeware products. Both companies have reacted defensively. Pyrex explained that “Consumers are far more likely to be injured by dropped glass bakeware,” while Anchor Hocking argued, “the vast majority of injuries result from failure to use the product according to instructions.” Neither response reflects a smart communications strategy.

As with any consumer product recall, one of the most challenging aspects of recall management is understanding what consumers worry about and how best to reassure them.

Good customer service and effective communications are an essential part of any recall. If a recall is handled with transparency, efficiency and effective, the company can manage consumer concerns and rebuild its brand image. But if consumers perceive a products to be risky, and no recall is ordered, it could be hard to regain their trust.

This is not to say that every consumer complaint or activist alarm should lead directly to a recall announcement, but companies that sell products, such a glass bakeware, that, for whatever reason, may be considered high risk should always err on the side of caution. Partnering with recall experts ahead of time can help a company track complaints and advise on the best course of action in customer service and crisis communication.

Preparing while the problem is still limited to a scattering of complaints or scary news stories can help a company make better decisions if and when it has to deal with the pressure of an actual recall.

Stericycle ExpertRECALL™ is the industry leader in recall logistics and regulatory compliance for consumer product, pharmaceutical, medical device, juvenile product, and food and beverage recalls. ExpertRECALL’s professionals are experts in recall management who can help you streamline the entire product recall process.