NEW BRUNSWICK, N.J. (AP) — Sales of Johnson & Johnson pain relievers are plunging amid repeated recalls, with an eighth that expands callbacks for products like Tylenol and Motrin IB just announced.

That’s an embarrassment for a company that set the standard on how to do it correctly when it rushed to pull bottles of Tylenol off the shelves in the early 1980s.

Market research firm SymphonyIRI Group says sales of J&J’s pain reliever pills fell 56 percent in the month ending June 13, compared to a year earlier. Sales in the smaller category of liquid pain relievers, such as Children’s Tylenol, fell 96 percent.

It’s tens of millions lost and a big hit to its reputation.

The company on Thursday recalled 21 lots of over-the-counter drugs sold in the U.S. and elsewhere.

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