A Decade of Simplifying the Laundry Routine (Image Credits: Images.fastcompany.com)
Procter & Gamble’s Tide brand launched a novel detergent format designed to cut through laundry complexities with a simple drop-in tile.
A Decade of Simplifying the Laundry Routine
Laundry involves up to 55 distinct steps, according to Procter & Gamble executives, prompting constant innovation from Tide over its 84-year history.
The company progressed from powders and liquids to convenient pods in 2012. Now, Tide evo tiles represent the latest evolution, requiring users to simply add one or two pre-dosed tiles directly to the washing machine drum. This approach eliminates measuring and mess. Development spanned 10 years, led by a team of 15 PhD chemists and engineers. The result eliminates fillers entirely, delivering 100% active cleaning agents like surfactants, enzymes, and polymers. Tide evo thus concentrates on performance without unnecessary bulk.
Crafting Fibers into Cleaning Innovation
Each Tide evo tile consists of over 15 miles of proprietary spun fibers woven into six specialized layers. These layers deploy stain removal, whitening, and odor elimination sequentially during the wash cycle, mimicking advanced pod technology but in a solid fabric form.
The tiles dissolve gradually in water, as demonstrated in lab tests where a single layer frothed into soapy solution within seconds and lifted oil stains from fabric almost instantly. Procter & Gamble filed 50 patents covering the tile composition and production process. No existing plants could manufacture them, so the company built a new facility in Alexandria, Louisiana. This investment underscores confidence in the product’s potential, with internal forecasts eyeing up to $500 million in annual U.S. sales.
Engaging Senses While Prioritizing Safety
Tide evo tiles engage touch, sight, smell, and sound deliberately. Consumers in market tests flexed the pliable, diamond-shaped tiles, sniffed their scent, admired the minimalist design, and heard a satisfying click from the recyclable paperboard packaging.
“This actually engages four of your five senses,” noted Marchoe Northern, president of North America fabric care at Procter & Gamble. The plain, fabric-like appearance avoids the vibrant hues of past pods that fueled dangerous online challenges. Tiles feel like dense sponges – unappealing and safe to handle. Jennifer Ahoni, Tide’s scientific communications director, highlighted the “first-of-its-kind technology” during demonstrations showing rapid dissolution and stain activation. Launch arrives in U.S. stores this April.
Environmental and Practical Advantages
The lightweight tiles reduce shipping emissions compared to heavier powders or liquids in plastic wrappers.
Here are key benefits of Tide evo:
- Zero fillers for maximum cleaning concentration.
- Fully recyclable packaging with no plastic waste.
- Pre-dosed for effortless, spill-free use.
- Layered formula for targeted stain fighting.
- Extensive consumer testing confirms appeal and efficacy.
Key Takeaways
- Tide evo delivers pure ingredients without water or fillers, boosting efficiency.
- A new manufacturing plant supports scalable production.
- Sensory design enhances user experience while ensuring safety post-pod era.
Tide evo marks a bold step toward effortless, eco-conscious laundry that prioritizes pure performance – what changes will it bring to your routine? Share your thoughts in the comments.
