Once Upon a Farm recalls Tractor Wheels bars as shares plunge 38%

what happened

Organic children's food maker Once Upon a Farm has voluntarily recalled its soft-baked Tractor Wheels bars, according to The Wall Street Journal. The move follows reports that the bars can turn into a dense, dry, sticky mass while being eaten, which poses a choking hazard for toddlers. The company says it is aware of three choking incidents tied to the product, though no injuries were reported. Because it could not quickly isolate the problem to one batch, it pulled all Tractor Wheels products.

Parents also raised complaints about metal fragments and blue plastic pieces in other products. The company traced the material to laminated foil bags used for some ingredients and says the issue has been fixed. The stock fell 38% last week, wiping out $242 million of market value.

why it matters

Tractor Wheels accounted for about 18% of the company's sales this year, so the recall touches a meaningful share of revenue. For a recently listed firm, quality problems can weaken investor confidence and cloud earnings expectations. Markets will watch how quickly the brand rebuilds trust and whether new complaints surface.

market impact

Once Upon a Farm shares: recall of a key product and safety complaints weigh on the stock

• ▼Once Upon a Farm shares pressure down — recall of a product with about 18% of sales and lower brand trust

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