USA |With the launch of Tide evo, Tide has introduced an entirely new product format that addresses modern consumers’ everyday laundry needs and preferences.
Tide evo activates instantly in cold water, leveraging cleaning technologies like all-in-one scrubbers, pre-treaters, brighteners, and fresheners, with no fillers, no extra water, and no plastic bottles.
The launch of Tide evo responds to the demand for more from laundry care products in the U.S., driven by a growing focus on cleanliness and hygiene, more frequent washing, and a rising demand for innovative products that consumers can feel good about using.
“Tide evo represents over ten years of innovation and product development, and showcases Tide's journey of reinvention every decade: from soap to detergent, powder to liquid then PODs, and now, laundry tiles, the first-of-its-kind in the industry and the next significant leap into the future for both the company and consumers,” said Marchoe Northern, President, P&G Fabric Care.
Tide evo redefines the laundry category while addressing modern consumers' wants from a detergent. It’s lighter, faster, simpler, and provides a superior clean.
Tide evo elevates the laundry experience and delivers the powerful clean you expect from Tide, in a revolutionary, pre-measured design for ultimate ease and a satisfying clean.
Every aspect of Tide evo, from its lightweight, compact form to its curbside recyclable paper packaging, was crafted for simplicity and inclusivity. Tide evo has enhanced accessibility with a tactile symbol to identify it as a laundry detergent and a NaviLens code, ensuring a user-friendly experience for everyone, including those with low or no vision.
Packed with thousands of activated cleaning fibres that break down stains, odours, and irritants, the result is a deep clean with long-lasting freshness that’s tough on grass stains and works in all machines and water conditions without extra effort, extra measuring, or extra products.
Designed to clean in cold water, Tide evo helps the Brand advance its mission to turn three out of four laundry loads in the U.S. and Canada to cold by 2030, reducing the environmental impact of each wash.
Tide Evo is formulated without unnecessary fillers or extra water, which enables Forest Stewardship Council-certified packaging. This recyclable packaging is lighter, easier to use, and eliminates the need for a plastic bottle. Because it’s lighter and more compact to transport than liquid detergents, it requires less storage space and can reduce transportation weight per wash load and emissions.
Product Development and Design
The simple diamond tile design of Tide evo is intentional, as it allows Tide to reduce manufacturing waste, maximise material efficiency, and provide a neat, organised look that consumers prefer in laundry. Over a dozen prototypes were created, leading to the formulation of Tide evo.
Testing and product design prioritised efficacy (stain fighting, whitening, brightening, malodour removal) and consumer delight (scent, feel, usability) while overcoming the complexity of balancing fibre, particle, and dissolution mechanics to deliver a new form of clean. Tide evo offers a sensorial experience different from anything else, a soft, cloth-like, pliable tile.
Product Formulation
Tide evo is a 100 percent concentrated, waterless tile with six cleaning layers. It has leveraged tens of thousands of minuscule fibres to create layers of soap without added liquid or fillers. The fibre-based structure increases surface area, enabling optimal dissolution and ingredient release. This intentional design enables controlled, instant activation in water.
- Fibres: Unlike traditional detergents, where surfactants are dissolved in water (liquids) or carried by fillers (powders), Tide evo spins surfactants into fibres, maximising the active presence of cleaning ingredients and enabling a highly concentrated form of detergent. The fibre design is engineered with a soluble structurant that creates channels allowing water to quickly enter upon contact, rapidly dissolving and instantly activating the cleaning power.
- Layers: The six layers of concentrated cleaning ingredients separate powerful cleaning technologies like stain fighters, brighteners, odour fighters, and fresheners, and facilitate quick dissolution in water.
- Cleaning Technologies: Tide evo’s fibre design delivers the most concentrated form of Tide’s advanced cleaning ingredients:
- Surfactants and enzymes work together to break down stains and lift soils from fabrics.
- Polymers help prevent soils in wash water from settling back onto fabrics, which helps with whitening.
- Malodour-neutralising technologies and chelants help remove body soil residue that can cause odours. Leveraging carbonate and reserve alkalinity also facilitates cleaning, stain removal, whiteness, and malodour removal.
- Builders help soften hard water and provide high or sustained alkalinity to maintain an optimal cleaning environment in tough washing conditions, such as high hardness or long or short cycles.
- The form's uniqueness allows the user to experience the freshness of Tide evo at every touchpoint, from opening the box to placing Tide evo in the wash to wearing your freshly laundered fabrics.
Tide evo is now available in stores at all major retailers.
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