The store has put electronic tags on its Tide, but that doesn’t stop the thieves, Holton said. They run out of the store with the detergent and remove the tags later with wire cutters.

Tide took criticism for launching a pack of detergent some said looked like a box of wine. The package comes after the “Tide pod challenge” craze. The packaging is lighter and easier to ship.

A Tide detergent bottle attempts to hide in the shadows so it doesn't get stolen. David Paul Morris/Bloomberg via Getty Images. By TIME Staff. March 14, 2012 6:45 AM EDT.

Tide has become a hot commodity among thieves at supermarkets and drugstores in at least some parts of the country. For a variety of reasons, the detergent in the familiar flame-orange bottle is ...