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Consumer Staples · Procter & Gamble · Sustainable Products · Tide Evo
Procter & Gamble's Tide brand introduced Tide evo, a revolutionary fiber tile laundry detergent, at SXSW 2024, culminating a decade of innovation to deliver 100% concentrated cleaning ingredients, eliminate plastic bottles, and enable consumers to save up to 90% more energy.
This new product, developed over seven years, leverages tens of thousands of minuscule fibers, each containing six powerful layers of cleaning ingredients instantly activated by water. Walter, a key developer, stated the primary goal was to address evolving consumer needs, prioritize sustainability, and make laundry enjoyable.
Tide evo is packaged in Forest Stewardship Council™ certified recyclable paper, manufactured in a renewable energy-powered facility, and designed for cold water washing, significantly reducing its carbon footprint and product transportation energy, as noted by Marcello Puddu, Research and Development Senior Director. The product launches in Colorado in April 2024, with a U.S. rollout planned over the next year, marking a significant evolution in laundry care from powders to liquids, PODS, and now fiber tiles.