As a girl who grew up with a mom who always used the big brand name Tide, I have used this All ever since I discovered it a few years ago. I actually started with the original All and loved the fragrance and cleaning result I received, however when this product came out I quickly jumped to try it. My little boy has allergies and I wanted to do as much to help him as I could. The 3x concentrate formula has even allowed me to stop purchasing a seperate stain remover product. I just dab on some of this directly on the stain, wait a minute or two, and toss in with the rest of the load. I have not yet been disappointed. The stains are always gone, even on whites. The bottle states that it is #1 recommended detergent by Dermatologists and Allergists.
For those of us that are environmentally trying to do our part, the dye/fragrance free aspect is a plus. In addition, the new smaller packaging not only helps decrease the amount of plastic added to the landfills, but.....it fits so much better on my shelf too! When it is my turn to get the groceries, I can actually carry this one.