61 loads (As measured for small load). Fresh-tastic softness! Fabric softener for a better value. Ultra vs non-concentrate loads per ounce for medium load. Softens more loads with less ounces. Ultra softens more than 3 times as many loads per ounce. Questions? 1-800-682-1523. www.ILoveGain.com. Bottle is made from 25% or more post-consumer recycled plastic.