CINCINNATI — Tide is introducing a new laundry detergent format that promises greater sustainability while delivering higher performance.
Procter & Gamble has begun the national rollout of Tide evo, a 100% concentrated, waterless laundry tile designed to redefine how consumers interact with detergent. The launch marks the brand’s first entirely new product form since the introduction of Tide PODs and represents what executives describe as the next evolutionary leap in laundry care.
“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,” said Marchoe Northern, President of 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.”
A New Form for a Growing Category
The debut comes as the U.S. laundry care market, estimated at $24.87 billion in 2024, is projected to grow at a compound annual rate of 6.2% through 2030. Growth has been fueled by increased washing frequency, heightened focus on hygiene and rising demand for products that combine performance with sustainability.
The product is a pre-measured, diamond-shaped tile composed of tens of thousands of detergent fibers spun into six distinct cleaning layers. Unlike traditional liquid detergents — which suspend surfactants in water — or powders that rely on fillers, Tide evo contains no added water or unnecessary fillers. The fiber-based structure increases surface area for rapid dissolution and controlled ingredient release.
The result, according to P&G, is instant activation even in cold water.
Six Layers of Clean
Each tile integrates multiple cleaning technologies in separate layers, including surfactants and enzymes for stain removal, polymers to prevent soil redeposition and aid whitening, and malodor-neutralizing agents and chelants to remove body soil residue that can lead to persistent odors.
Builders soften hard water and maintain alkalinity, a critical factor in optimizing wash performance across machine types and water conditions. The sustained high pH environment enhances the efficiency of the active ingredients, delivering what the company describes as a “deep clean with long-lasting freshness.”
Consumers use one tile for small or medium loads and two for larger loads, placing the tile directly in the drum before adding clothing and selecting a cold-water cycle.
Cold Water, Lower Impact
Designed specifically to clean effectively in cold water, Tide evo supports the brand’s broader environmental ambition: shifting three out of four laundry loads in the U.S. and Canada to cold by 2030. Heating water accounts for the majority of energy consumption in a typical wash cycle, making temperature reduction one of the most significant levers for lowering emissions in home laundry.
The product’s waterless design also enables lighter, more compact packaging. Tide evo is housed in Forest Stewardship Council-certified recyclable paperboard, eliminating the need for plastic bottles. The lighter weight reduces transportation emissions per load and requires less storage space for retailers and consumers alike.
As sustainability increasingly influences purchase decisions, P&G is positioning Tide evo as both performance-forward and environmentally conscious.
Accessibility and Design
Beyond formulation, Tide evo was engineered with inclusivity in mind. The packaging includes a tactile symbol to identify it as laundry detergent and a NaviLens code to support consumers with low or no vision. The soft, cloth-like texture of the pliable tile creates a distinct sensorial experience compared with liquid detergent or PODs.
Over a dozen prototypes were developed during the decade-long R&D process, with testing focused not only on efficacy — including stain fighting, whitening and odor removal — but also on consumer delight in scent, feel and usability.
The diamond shape of the tile was intentionally selected to reduce manufacturing waste and maximize material efficiency while providing what P&G says is a neat, organized look that resonates with consumers.
A Strategic Reset of the Category
Tide has historically reshaped the laundry aisle roughly once per generation: transitioning from bar soap to powdered detergent, then to liquids, and later to single-dose PODs. With evo, the brand is seeking to once again alter category expectations — this time through concentration, simplicity and sustainability.
The product is now rolling out nationally and is available at all major retailers.
In a mature but steadily expanding market, Tide’s latest move signals that even the most established household categories remain ripe for reinvention — particularly when performance, convenience and environmental impact converge in a single format.
If successful, Tide evo may not only redefine detergent packaging but also reset consumer expectations for what “clean” looks like in the decade ahead.
