What does the 2x mean on the Tide Pure Essentials bottle?

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What does the 2x mean on the Tide Pure Essentials bottle?

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The “2x” means the detergent is 50% compacted vs. nonconcentrated Tide Pure Essentials. Tide Pure Essentials is concentrated to deliver the same number of loads with half the amount of detergent. The concentrated detergent bottles are smaller which makes it more convenient to carry, pour and store.