The Stuff..
You saw at Ollies was either one of the two formulations, I've seen there.
One is the Bagged, Ariel USA. This is actually, a old Non-HE Tide with Bleach (not the new compacted powder, but old 1x concentrated) powder, and is very high sudsing. This stuff is good, if you have a old Top Loader lying around... But keep it away from your front loader.
The other Formula, I've seen is "Ariel Color & Style". I won't lie to you, this stuff doesn't have a HE logo on it. However, it's one of P&G's Compacted Powders (very similar to the Tide HE powder) and it has lots of Oxygen Bleach (but it doesn't contain OB's to fade clothes). This is a very low sudsing/froth formula, because of the Silicone that's been added into it. (You'll notice quickly, that suds will start to break down)
(On a side note.. Many People south of the boarder, don't like Front Loaders, and exclusively wash there clothes in Top Loading machines, or Hand Wash them. As such, they like there suds, and froth, and if they don't see it, they don't like it.) So, as one can guess, this Powder turned up at Ollie's fairly quickly.
There's also Ariel Power Pods. You should just skip these. There re-branded Tide Pods, and very expensive.