For more than 25 years, Marketpoint Recall has been helping brands prepare for, manage, and recover from product recalls with confidence. With supermarkets under constant pressure to respond quickly and effectively to recalls, the need for a better, technology-driven approach has never been greater. With us today is Pete Gillett, Founder of Marketpoint Recall, to share his insights on how the sector is evolving and what solutions might improve recall management in the future.
By way of introduction, can you tell us more about Marketpoint Recall and the role it plays in supporting retailers and brands?
“Marketpoint Recall is built around a simple idea: every retailer and brand should be Recall Ready. That means having systems, processes and people prepared to respond the moment an issue arises. Our cloud-based platform brings together consumer engagement, AI, comms and analytics into a single system designed specifically for recalls. It cuts costs by up to 40% compared with traditional methods, while giving retailers the speed, clarity and control they need in a crisis.
“Instead of firefighting with PDFs, spreadsheets and emails, we give teams one place to manage the whole recall journey – from identifying affected products through to customer outreach and regulator reporting. It’s a model that’s already being used by leading global brands and it’s now time for the supermarket sector to reap the same benefits.”
Supermarkets deal with recalls all the time – what does this typically entail today, and why do you believe the current process is not fit for purpose?
“The reality is that supermarkets are constantly handling recalls, often in fragmented ways. Last week Tesco, Morrisons and Waitrose were among those recalling Spoon Cereals’ Cinnamon + Pecan Granola due to undeclared allergens. Sainsbury’s currently lists seven ongoing product recalls on its site. Each of them had to act fast to pull stock, brief staff, publish notices and update customers across multiple channels. But too often the process is slow, siloed and heavily manual. With so many moving parts – suppliers, regulators, logistics, stores and consumers – it’s no surprise that gaps appear, communications misfire and accountability gets blurred.”
From your perspective, how could the supermarket sector improve the way it manages and communicates product recalls?
“The biggest step supermarkets can take is to move away from passive, paper-based communication and adopt proactive, digital-first engagement. Customers shouldn’t have to stumble across a notice on a shop floor or in a press clipping. Retailers already hold rich customer data through loyalty programmes like Tesco Clubcard or Nectar – those systems can be used to identify who bought an affected product and contact them directly, fast.
“If recalls are inevitable, then being Recall Ready is optional. Supermarkets that choose the latter won’t just protect customers in a crisis – they’ll earn their trust for the long term.”
“At the same time, social media has a huge role to play. It’s not just a broadcast channel; it’s an early-warning sensor. Listening for customer chatter or complaints online can help spot emerging issues before they become recalls, and create a direct dialogue with shoppers when they do. Finally, visibility is key. Knowing who has responded, who hasn’t and where the gaps are ensures no customer is left unprotected.
Technology is transforming retail in many ways – what role is it playing in modernising the recall process?
“Technology is taking recalls from reactive firefighting to proactive control. Cloud systems now allow retailers to unify data from suppliers, stores and customer touchpoints into one live dashboard. AI is then layered on top—most visibly in call handling. Rather than swamping call centres with anxious consumers, AI agents can field queries in 31 languages, check batch numbers, provide next steps and escalate only where necessary. That doesn’t just reduce pressure on staff, it speeds up response and helps achieve the kind of 40% cost savings we’ve seen with clients. Beyond call handling, predictive analytics and social listening tools can flag anomalies early, meaning recalls can be triggered before risks escalate. This is technology designed for how recalls actually work, not an afterthought bolted onto legacy systems.
“It’s why the AI-driven product recall prediction market is projected to grow to over $1.7 billion this year. Meanwhile, overall AI in retail is expanding fast — the global AI in retail market in 2025 is estimated at USD 14.03 billion and set to grow steeply by 2034. These trends show the appetite and capability to embed intelligence deeper into recall systems.”
Looking ahead, if supermarkets successfully transition from traditional methods to new recall strategies, what positive impact could this have on both retailers and their customers?
“By moving to a cloud-based, single source of truth for recalls, retailers gain visibility and control across every action – from batch matching and consumer engagement to regulatory reporting. That visibility drives faster decisions, smoother execution and lower costs. For customers, it means recalls are no longer a patchwork of paper slips and confusing messages, but a transparent, digital process that feels clear and personal. Being Recall Ready in this way protects trust, proves compliance and, in extreme cases, can prevent harm.”