I was in Albertsons in Denver and saw the dilute and concentrates. I agree that they smell different. I like using 2x Ultra Gain with Snuggle Blue Sparkle. I washed a work shirt last week and it still smells fresh. Ariel Colour Excel Gel is paired with April Fresh Downy and Persil Bio gets Snuggle Orange. I like the orange Snuggle best also with All Small & Mighty too.