Ultra Tide Plus Bleach HE is almost as rare as a unicorn down here. I saw it in Target exactly one time (I think) and never since, and both the local Kroger and Publix don't / won't stock it. Our Wal-Mart usually carries it at prices from $12-15-ish for the mid-size (~60 load?) box, which I think is entirely reasonable. Last time I was there I bought the very last box however, and I don't know if they've restocked since.
Now you can find UTPB non-HE at all the locations above in a variety of sizes but the HE version remains very elusive. I have no idea why P&G has such rotten availability for this...do they really think all the people who have bought a HE washer in the last decade+ don't need white whites?