Police are learning why the No. 1 brand in laundry since 1946 has been part of an increasing drug trade problem.
Tide laundry detergent is used as currency on the street, and police said that an ongoing investigation gave them some clues as to why.
Investigators said the Procter & Gamble product is so popular among drug dealers because it's a household name and it garners a low-penalty conviction if caught.
For the first time last year, detergent made the National Retail Federation's list of most-targeted items for shoplifters in stores.
A 150-ounce bottle sells for more than $20 in grocery stores. It can sell on the streets for about $10 cash, according to the investigation.
It's also reportedly being traded for drugs according to investigators in Maryland.
Detective Harrison Sprague of the Prince George's County, Maryland Police Department told the New York Post that the Procter & Gamble detergent is becoming known as "liquid gold" among officers.
"We sent in an informant to buy drugs," said Sprague in the article. "The dealer said, 'I don't have drugs, but I could sell you 15 bottles of Tide.'"
CVS drug stores from the east coast to the west have started locking their laundry detergent to prevent thefts, according to ABC News.