Food Recalls & FMCG Customer Support
When facing a food recall, speed and precision aren't optional - they’re critical. Ant delivers rapid, reliable contact centre support to help brands respond fast, protect their reputation, and keep customers informed. From urgent food recalls to day-to-day customer care, we’re built for fast-moving consumer goods.
Fast, Flexible, Contact Centre Support - with Product Recall at the Core
In the FMCG world, speed and precision aren't just helpful - they're non-negotiable.
Whether you're launching a new product, scaling customer service, or responding to a product recall, Ant delivers experienced, on-brand contact centre support when it matters most.
We specialise in rapid food recall response, backed by a broader suite of proactive customer engagement services tailored to fast-moving consumer goods. From major supermarket brands to household names in food, drink, and personal care, we're trusted by clients to protect their reputation, connect with customers, and maintain business continuity.
When the Unexpected Happens - We're Alert & Ready
Product recalls don't come with warning signs. When they hit, you need a contact centre partner who can move fast, scale instantly, and speak to your customers with empathy, clarity and confidence.
Our food recall support includes:
✔︎ Immediate setup - go live in hours, not days
✔︎ 24/7 availability - including weekends & bank holidays
✔︎ Omnichannel response - voice, email, live chat, webform, social
✔︎ Multilingual coverage - over 20 languages supported
✔︎ BPSS-checked teams - trained for regulatory & reputational sensitivity
✔︎ Real-time reporting - clear visibility on volumes, sentiment & resolutions
✔︎ Custom scripting and escalation pathways - aligned with internal teams & crisis comms
We act as a seamless extension of your brand - managing high volumes under pressure without compromising quality or care.
Case Study: Urgent Allergen Food Recall Across Europe
A global FMCG brand identified a labelling error on one of its bestselling products, creating a high-risk allergen issue. With stock already on shelves across Europe, they needed an immediate and multilingual customer response solution to manage enquiries, protect the brand, and maintain food standards regulatory compliance.
Ant deployed a full recall response operation within hours - including tailored scripts, native-language agents, and omnichannel coverage across voice, email, and web.
Results:
✔︎ 15,000+ customer contacts handled in under five days
✔︎ 95% of queries resolved on first contact
✔︎ Multilingual support across 6 European markets
✔︎ Zero SLA breaches during peak activity
✔︎ +60 NPS across the recall period
Ant helped us keep control of a situation that could have easily spiralled - their calm, fast response was exceptional.
Client Feedback
★★★★★
More Than Crisis Response: Full-Service FMCG Support
While product recall is a key strength, we also support brands day-to-day with high-quality customer engagement and insight. We understand the pace and complexity of FMCG - and we help you stay one step ahead.
Our FMCG services include:
✔︎ Customer care & complaints handling
✔︎ Product enquiry & technical support lines
✔︎ Market research & customer feedback
✔︎ Product launch support - appointment booking, sampling response, campaign activity
✔︎ Social media monitoring & community management
✔︎ Multilingual customer support - inbound & outbound
✔︎ Data capture & CRM enrichment
✔︎ Win-back & reactivation campaigns
We're here for the moments that matter - from new campaigns to crisis communication, always with your brand voice at the forefront.
Why FMCG Brands Trust Ant
✔︎ Rapid mobilisation for urgent events like food allergen contamination
✔︎ Deep experience with global FMCG brands and food safety regulations
✔︎ Contact centre operations designed for scale, flexibility and control
✔︎ Multilingual capability across 20+ languages
✔︎ Transparent performance tracking and real-time client reporting
✔︎ UK-based, secure and compliant infrastructure with all Food Standards Agency protocols
Need a recall-ready partner? Want to strengthen your FMCG customer experience?
Let's talk - we're built for fast-moving sectors like yours.
Food Recalls & FMCG Customer Support
Frequently Asked Questions
FMCG Sector - Frequently Asked Questions
Can Ant support large-scale product or food recalls?
Yes. We have proven experience managing sensitive, time-critical food recall campaigns, including those involving food allergens, undeclared ingredients, and contamination risks.
Our teams are trained to handle concerned or emotional consumers with empathy, accuracy, and speed - especially when public health and product safety alerts are at stake. We scale quickly and provide clear notification and reporting throughout the campaign.
How quickly can you mobilise in the event of a recall?
We understand that speed is critical - especially when food safety or cross-contamination is involved. In urgent situations, we can mobilise within 24 hours.
Our team can initiate campaigns quickly, brief agents on ingredient lists, food labels, and relevant food information regulations, and provide rapid customer response to help you ensure that recalls meet compliance standards.
Do you work under our brand or your own?
Always yours. Our agents are trained to represent your brand seamlessly, using your tone of voice, terminology and key messaging. From the outside, it feels like a direct extension of your customer care or trade support team.
Can you manage trade as well as consumer contact?
Absolutely. We support both ends of the supply chain - from handling consumer queries about product safety, food quality, or labeling, to managing B2B contact with retailers, wholesalers, and food business operators (FBOs). We can even manage retailer surveys and communication with enforcement authorities and local authorities if needed.
What channels do you support - is it just phone calls?
We work across voice, email, live chat, SMS, and social messaging platforms - ensuring consumers can reach out when they need to report a labelling error, ask about food allergens, or express concern over a health risk. We meet them on their channel of choice with clear, compliant, and reassuring communication.
How do you handle customer data and compliance?
We operate under strict GDPR protocols and can adhere to sector-specific regulations, especially when dealing with health-related product issues or regulated items. All calls are recorded, securely stored and monitored for quality assurance. Our agents are also briefed and trained on data privacy before any campaign goes live.
Can you support campaigns outside of recalls - like product launches or seasonal surges?
Yes, we regularly support FMCG brands with outbound sampling campaigns, loyalty club management, product trial feedback and promotional helplines. We also provide overflow support during seasonal peaks such as Christmas, Easter or major sporting events.
Do you have experience working with FMCG brands?
We do. Our clients include household names in food and beverage, health and wellness, personal care and household products. We understand the pace and expectations of the sector - and the importance of protecting brand reputation during every single interaction.
What kind of reporting will I receive?
You'll get clear, tailored MI based on KPIs that matter to you. This could include call volumes, response times, complaint types, sentiment trends or issue resolution rates.
We'll work with you to define what success looks like and keep you in the loop at every stage.
What happens after a recall campaign ends?
We don't just switch off. We'll help you manage follow-up queries, analyse root causes through customer feedback, and provide a structured debrief with lessons learned. If needed, we can stay on as your ongoing customer contact partner - ready for whatever comes next.
To discuss our effective sales and marketing solutions, please request a call back and we can book you in for a FREE consultation today.
