Following the warning issued on 26 August from The Medicines and Healthcare products Regulatory Agency (MHRA) advising consumers to check packs of Nurofen Plus for a prescription drug, Seroquel XL; the makers of Nurofen Plus, Reckitt Benckiser moved quickly to order a complete recall of the product. Whilst this will obviously incur significant immediate costs for the company; the success of this strategy has been demonstrated by the way that the story has completely dropped out of the news already (events in Libya and Hurricane Irene may also have acted as a distraction). It is interesting to compare this with the sustained high profile coverage that the Beko fridge freezer recall attracted in early July.
So far as one can judge, Reckitt Benckiser has handled the situation very effectively: working closely with stakeholders such as the MHRA, acting promptly and communicating clearly. There have also been no reports of consumers having difficulty contacting the company for information, as occurred with the Beko recall. All in all, this has been an example of good practice in incident management; as well as a reminder of how frequent product recalls have become in all sectors.