Information from the Food and Drug Administration:

Wegmans Food Markets, Inc. is voluntarily recalling all code dates of Wegmans Pumpkin Roll (sold in the Bakery), sold between September 1 and October 30, 2012, because the product may contain pieces of clear plastic from the packaging, which may be sharp or could present a choking hazard. The following sizes are included in the recall:
 
Whole roll, 21oz - UPC: 77890-99686 
Half roll, 10oz - UPC: 77890-36693 
Two slices, 6oz - UPC: 77890-36684 

This product is sold in all of Wegmans 81 stores in New York, New Jersey, Pennsylvania, Virginia, Maryland, and Massachusetts. 

The recall was initiated by Wegmans following complaints by customers who found the plastic pieces. 

Concerned customers should return the product to Wegmans service desk for a full refund. Wegmans customers with questions or concerns should contact the consumer affairs department at 1-800-WEGMANS (934-6267), Monday through Friday, 8 a.m. to 5 p.m. 

Wegmans Food Markets, Inc. is an 81-store supermarket chain with stores in New York, Pennsylvania, New Jersey, Virginia, Maryland, and Massachusetts. The family-owned company, founded in 1916, is recognized as an industry leader and innovator. Wegmans has been named one of the ‘100 Best Companies to Work For’ by FORTUNE magazine for fifteen consecutive years. In 2012, Wegmans ranked #4 on the list.