Tide Launches New ‘Fiber Tile’ Format Laundry Detergent

Procter & Gamble is rolling out Tide evo, a new laundry detergent in “tile” form.  The format leverages tens of thousands of fibers, creating layers of soap without unnecessary liquid and fillers, according to P&G.

P&G says Tide evo represents a new chapter in laundry care, designed to make doing laundry a more efficient and enjoyable experience for consumers, reflecting their preferences for products that align with a modern lifestyle.

P&G said Tide evo is five times more effective at removing common stains than the leading competitive brand bargain detergent, delivering on the Tide promise of superior cleaning in the newest evolution in laundry.

Tide evo will be available in the Colorado market beginning next month. P&G will expand to national availability later this year.

“Today marks a significant milestone for Tide, as we unveil Tide evo at SXSW 2024, marking a new phase of innovation in laundry care,” stated Sundar Raman, CEO, P&G Fabric & Home Care. “Tide evo embodies over a decade of research and development, signifying a major advancement in how we approach cleanliness and efficiency in our daily lives.”

Tide evo is manufactured in a facility powered by renewable energy and features Forest Stewardship Council certified recyclable paper packaging, eliminating the need for a traditional plastic bottle. The lightweight laundry tile is designed for cold water washing, enabling you to save up to 90 percent energy compared to washing in hot water cycles.

P&G is hosting special activations for the launch of Tide evo at SXSW 2024, which begins today.

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