Tide Unveils World-First Laundry Breakthrough: Introducing Tide evo, the Fiber-Detergent Tile

First-of-its-Kind Technology, Tide evo Delivers a Breakthrough Clean so Powerful, it's Like Magic

Tide®, America's #1 trusted laundry detergent brand, continues to deliver an unmatched level of clean. With the national launch of Tide evo – a 100% concentrated, waterless tile with six cleaning layers – Tide is introducing 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, all with no fillers, no extra water and no plastic bottles. The launch of Tide evo responds to the demand of 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 consumers can feel good using.¹

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260217299671/en/

"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 enhances 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 fibers that break down stains, odors, 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 and extra water which allows for Forest Stewardship Council™ certified packaging. This recyclable packaging is lighter, easy 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, maximize material efficiency, and provide a neat, organized look that consumers prefer when it comes to laundry. Over a dozen prototypes were created leading to the formulation of Tide evo.
• Testing and product design prioritized efficacy (stain fighting, whitening, brightening, malodor removal) and consumer delight (scent, feel, usability) while overcoming the complexity of balancing fiber, 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.
• With Tide evo, we reimagined consumers' entire interaction with laundry, from the shelf to the machine. We created Tide evo to be lighter, faster, and simpler than other detergent forms, and its recyclable, compact package makes it easy to store and use whether you do laundry at home or in a shared space.

Product Formulation:

• Tide evo is a 100% concentrated, waterless tile with six cleaning layers. It leverages tens of thousands of miniscule fibers, creating layers of soap without added liquid and fillers. The fiber-based structure increases surface area for optimal dissolution and ingredient release. This intentional design allows for controlled and instant activation in water.
  • Fibers: Unlike traditional detergents where surfactants are dissolved in water (liquids) or carried by fillers (powders), Tide evo spins surfactants into fibers which maximizes the active presence of cleaning ingredients, enabling a highly concentrated form of detergent. The fiber 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 allow for separation of powerful cleaning technologies like stain fighters, brighteners, odor fighters, and fresheners, and allow for quick dissolution in water.
  • Cleaning Technologies: Tide evo's fiber design delivers the most concentrated form of Tide's advanced cleaning ingredients:
    • Surfactants and enzymes work together for stain fighting, breaking down stains and then lifting soils from fabrics.
    • Polymers work to prevent soils in wash water from settling back onto fabrics to help with whitening.
    • Malodor neutralizing technologies and chelants help remove body soil residue that can lead to odors. Leveraging carbonate and reserve alkalinity also facilitates cleaning, stain removal, whiteness, and malodor removal.
    • Builders help to soften hard water and provide high or sustained alkalinity to maintain an optimal cleaning environment in tough washing conditions like high hardness or long and short cycles.
    • The uniqueness of the form allows the user to experience the freshness of Tide evo at every touchpoint, from opening the box through placing Tide evo in the wash to wearing your freshly laundered fabrics.

Tide evo is now available in stores at all major retailers nationwide. For more information, please visit https://tide.com.

What is Tide evo?

Tide evo is a 100% concentrated, waterless tile with six cleaning layers, offering superior cleaning power instantly activated with water, even cold.

Why did Tide develop Tide evo?

Tide created an entirely new product format that addresses modern consumers' everyday laundry needs and preferences. The launch of Tide evo responds to the demand of more laundry care products in the U.S., driven by consumers' growing focus on cleanliness and hygiene, more frequent washing, and a rising demand for innovative, eco-friendly products. Tide evo is a worry-free clean that frees up mental energy. Every aspect of Tide evo — from its lightweight, compact form to its curbside recyclable paper packaging — was crafted for simplicity and inclusivity. Tide evo also delivers a neat, organized look that consumers prefer when it comes to laundry.

What is Tide evo made of and how does it deliver a new cleaning experience?

Tide evo is a fiber-based structure that leverages tens of thousands of miniscule fibers made of detergent, creating layers of soap without added liquid and fillers. These layers allow for separation of powerful cleaning technologies like stain fighters, whiteners, brighteners, odor fighters, and fresheners. Tide evo simplifies laundry with a pre-measured, mess-free tile that eliminates the need for juggling different detergents and pre-treaters. Consumers who have used Tide evo describe the experience as "new, different, and innovative," with some describing that it provides a clean so unbelievable, it's "like real laundry magic."

What are the cleaning technologies that Tide evo uses to deliver multiple benefits in one product that does it all?

Surfactants and enzymes work together for stain fighting and lifting soils from fabrics, polymers work to prevent soils in wash water to help with whitening, and malodor neutralizing technologies and chelants help remove body soil residue that can lead to odors.

What is the role of alkalinity (higher PH) in cleaning and why is this important?

Tide evo is formulated with ingredients that act as a buffer to maintain high wash pH, neutralize acids and keep detergent performance stable. Tide evo is specifically formulated to optimize the pH level of the wash water, creating an alkaline environment that boosts cleaning power. Sustained alkalinity also supercharges Tide evo's advanced cleaning ingredients, allowing them to work at their peak efficiency and ensuring that Tide evo delivers a consistently powerful and thorough clean.

How do I use Tide evo?

Select the number of Tide evo tiles based on load size. It is recommended to use one Tide evo tile for small or medium loads and two for large or extra-large loads. Simply place Tide evo in the bottom of an empty washing machine and set the machine to cold. Then, watch the magic of the six layers of clean go to work.

How is Tide evo different from Tide PODs and Tide Liquid Laundry Detergent?

Tide evo was created to delight the consumer in a different touchpoint: dry. The product formulation of Tide evo, the concentrated detergent fibers, is the key difference that sets it apart from liquid and PODs. Tide evo's sensorial experience – a soft, cloth-like pliable tile – differs from PODs too, which are squishy and squeezable.

Is Tide evo packaging recyclable?

As more people are looking for their laundry detergent to be lighter, faster, and easier to use, Tide evo's formula of a 100% concentrated, waterless tile with six cleaning layers enables it to be packaged in a Forest Stewardship Council certified paperboard packaging, eliminating the need for a plastic bottle. This reduces waste in landfills and makes the product easier for consumers to recycle.

Where can I buy Tide evo?

Tide evo is now rolling out nationally, available at all major retailers nationwide.

To learn more, please visit www.tide.com. Follow Tide on TikTok and Instagram (@TideLaundry) for cleaning tips, product updates, and stories from Tide's innovation journey.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260217299671/en/

Aliza Solc

MSL New York

[email protected]