While laundry detergents have added "oxi" cleaners to some of their formulations for years, Tide has only recently released their own separate oxygen cleaner to compete directly with OxiClean.
Procter and Gamble provided me with a sample container of Tide Oxi in return for an honest review.
OxiClean pioneered oxygenated cleaning agents, which generally contain detergents along with sodium carbonate and hydrogen peroxide, back in 1997. Church & Dwight, maker of famous brands like Arm & Hammer, acquired OxiClean through its purchase of Orange Glo International in 2006.
Like OxiClean, Tide Oxi comes in a large tub with a scoop for measuring the desired amount. As a laundry booster, you should add to the washing machine after it fills with water, according to the instructions.
I use a regular top-loading washing machine with liquid detergent and fabric softener dryer sheets. I generally use chlorine bleach in my white loads, but for testing purposes, switched to Tide Oxi, which I used in colored loads as well.
Tide Oxi seemed to do as good of a job at cleaning and brightening my white loads as chlorine bleach did, and my colored laundry came out looking brighter and cleaner, too. Tide Oxi has the advantage of not fading clothes or creating unsightly bleach marks if it splatters. Tide Oxi can come in handy for other uses besides laundry, though.