Coles has withdrawn Dry Fit nappies from sale after a mother's post about her baby daughter choking on frayed material from one of the nappies went viral on Facebook.
Alexandra Mayock found her 10-month-old daughter Lily choking on what looked like cotton when she checked on her after putting her down for a nap on Thursday.
Soon afterwards she posted photographs of the damaged Dry Fit Day and Night nappy on Facebook under the heading: ''HUGE WARNING TO ALL PARENTS/CARERS!''
''Today I went in to get Lily from her cot and there was fraying ALL OVER HER and she was CHOKING ON IT,'' Ms Mayock wrote. ''This is SUCH A SAFETY HAZARD! I am still shaking - I did call Coles and complain and they happily refunded my money but what if I hadn't gone in to check her? She wasn't making any noise because she had started choking being unable to breathe because this crap was down her throat! She could have died! I am so furious!!!! DO NOT BUY THESE NAPPIES!!!!!!!!!!''
In less than 24 hours, more than 35,000 people had shared the post.
Ms Mayock told Fairfax Media on Friday: ''I just got a call from Coles now saying that they've taken all of them off the shelves nationwide while they do an investigation.''
Coles posted on its own Facebook site: ''We were concerned to see the post earlier today about the issue one of our customers had with a Coles Dry Fit nappy. We know this will also be a real concern to you which is why we have immediately withdrawn the product from sale while we urgently investigate what might have caused the problem.
''No other nappies are affected. As always safety is our number one concern.''
Ms Mayock, 20, had been provided with the Dry Fit nappies because Coles Online had run out of stocks of Lily's usual nappies. She had previously noticed some fraying on the outside of the nappy but was not overly concerned.
''If you put any friction on the base of those nappies on the outside, it bunches up, like you've spread open a cotton ball,'' she said.
Ms Mayock, from Springwood in Queensland, said she had complained to Fair Trading and the Australian Competition and Consumer Commission.
''But I knew that if I put it on Facebook it would spread like wildfire to all the mums who need to know,'' she said.