It's been on store shelves for 60 years. It's a product with over 2.7 million Facebook likes. Now police nationwide are facing a crime wave targeting the unlikely item, Tide laundry detergent.

From Minneapolis-St Paul to Orange County, California, the orange bottle is becoming liquid gold to criminals and one of the most popular black market commodities.

With the retail price rising to as much as $20 a bottle, investigators say thieves are stealing the detergent, then selling it for $5 to $10 a bottle on the black market.

Police in Minnesota say one man swiped $25,000 worth of Tide over several months before he was arrested.

With the rising crime wave, even national retailers like CVS are considering special security measures to keep Tide tied down.