I also thought it was sourced from Huish, but when I went to Kroger and looked on the bottom of the bottle I realized it was not. Detergents and softeners that are sourced from Huish will have an "H" inside a square imprinted on the bottom of the bottle. Upon closer look of the 100 ounce bottle, you can tell that it is a slightly different bottle than the ones Huish uses for detergents. When I was in Kroger I unscrewed the cap to smell the detergent. The scent did not stand out like Gain or Purex, just kinda so so. Another thing I did notice is that it is also available in HE version. This is the first store brand that I have seen in HE.