A round soft-baked oat bar with a wedge cut out, on a white background, with the Once Upon a Farm logo

Once Upon a Farm Cuts Its 2026 Sales Outlook After the Tractor Wheels Toddler Bar Recall

Once Upon a Farm lowered its 2026 net sales outlook to $290 million to $300 million, from $327 million to $335 million, to reflect its recall of Tractor Wheels toddler bars. Third-quarter net sales rose 34.9% to $89.1 million.

Once Upon a Farm lowered its full-year 2026 outlook on Nov. 12 to reflect its voluntary recall of Tractor Wheels soft-baked toddler bars. The company now expects net sales of $290 million to $300 million, down from $327 million to $335 million, according to its third-quarter release.

TLDR

  • The company now expects an adjusted loss before interest, taxes, depreciation and amortization (EBITDA) of $4.5 million to $7 million for 2026, compared with its earlier forecast of positive adjusted EBITDA of $3 million to $4.5 million.
  • Third-quarter net sales rose 34.9% to $89.1 million.
  • Recall-related costs come to roughly $30 million, mostly inventory write-offs and removal from store shelves, FoodNavigator reported.
  • Tractor Wheels made up about 18% of year-to-date net sales before the recall, according to FoodNavigator.

The Recall

Once Upon a Farm announced a nationwide recall of all Tractor Wheels bars on Oct. 30 after three reports of a possible choking hazard, FoodNavigator reported.

Before the recall, the product was in more than 20,000 retail doors, according to FoodNavigator.

What Comes Next

CEO John Foraker said the company is committed to resolving the Tractor Wheels situation correctly, according to the release. Independent safety assessments are expected to take eight to 10 weeks, FoodNavigator reported, and the company is weighing changes to product design, formulation and packaging before deciding how to relaunch.

For 2027, the company is targeting net sales of at least $330 million and at least break-even adjusted EBITDA, FoodNavigator reported. It expects its products other than Tractor Wheels to grow faster than its long-term target of 20%.

Why It Matters

Once Upon a Farm grew third-quarter sales by more than a third. One product line made up nearly a fifth of its sales this year, and the recall shows how much a single safety issue in toddler snacks can cost a growing brand.

Sources: Once Upon a Farm third-quarter release, filed with the SEC (Nov. 12, 2026); FoodNavigator (Deniz Ataman, Nov. 13, 2026).