Introducing Tide evo: A Leap Forward in Laundry

At SXSW 2024, Tide introduced Tide evo, a revolutionary new tile form of laundry detergent. Designed to make doing laundry more efficient and enjoyable, Tide evo represents a new era of laundry care.

As a result of years of extensive research and development, this new category of cleaning leverages tens of thousands of miniscule fibers, creating layers of soap without unnecessary liquid and fillers. Each fiber contains six powerful layers of 100% concentrated cleaning ingredients, offering superior cleaning power instantly activated with water.

“Our primary goal was to address evolving consumer needs and make laundry a breeze. We wanted to create a detergent that effortlessly fits into busy lives, prioritizes sustainability by eliminating water and fillers, and, most importantly, adds a touch of enjoyment to the laundry process,” said Walter.

Packaged in Forest Stewardship Council™ certified recyclable paper packaging, Tide evo eliminates the need for a traditional plastic bottle. Tide evo is also manufactured in a facility powered by renewable energy, and its lightweight laundry tile form is designed for cold water washing, enabling consumers to save up to 90% more energy compared to washing in hot water cycles.

This year’s SXSW attendees were invited to deeply immerse themselves in the innovation through tactile experiences focused on how Tide evo is made, how it works and how it is changing the laundry category for the future.

“Leading the development of Tide evo for the past seven years has been an incredible journey, filled with ups and downs, but seeing this innovation come to life and make its mark in the market is truly rewarding,” shared Walter, “The highlight was witnessing visitors’ jaws drop at the Tide evo Experience at SXSW. It’s a testament to the hard work and dedication of the entire team behind this initiative.”

Laundry detergent’s evolution from soap to detergents, powders to liquids then PODS, and now, to fiber tiles, is rooted in addressing consumers’ everyday challenges and preferences. As many people desire more efficient, eco-friendly products, Tide designed evo to align with a modern lifestyle.

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“With Tide evo we set up to deliver the most concentrated laundry detergent to deliver Tide level of cleaning in cold water with the minimum amount of weight,” says Marcello Puddu, Research and Development Senior Director. “We have been able to deliver this, and it has also allowed us to minimize carbon footprint with recyclable FSC paper packaging, minimizing product transportation energy.”

A decade in the making, Tide evo is bringing design, convenience and breakthrough innovation together for the ultimate clean.

Tide evo will be available beginning April 2024 at mass market retailers in Colorado and will be rolled out to other markets across the U.S. within the next year.