Tide redefines laundry care with new fabric detergent tiles

USA – Tide has launched Tide evo, a groundbreaking waterless, plastic-free laundry detergent tile that redefines cleaning efficiency and sustainability. 

This innovative product from Procter & Gamble (P&G) introduces a fibre-based format after over a decade of research, marking the brand’s biggest advancement since laundry pods.

Tide evo consists of a fully concentrated, diamond-shaped tile with six distinct layers of cleaning technology, including surfactants, enzymes, stain removers, brighteners, odor neutralizers, and fresheners. 

These tens of thousands of tiny active fibres activate instantly in water, even cold water, without fillers, excess liquid, or traditional dissolving agents, creating soap layers for superior stain removal, whitening, and freshness.

 Marchoe Northern, President, P&G Fabric Care, stated, “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,”

“Tide evo redefines the laundry category while addressing modern consumers’ wants from a detergent.”

The tile’s unique fibre structure maximizes surface area for rapid dissolution, maintains high alkalinity for optimal cleaning in hard water or tough conditions, and prevents soil redeposition on fabrics. 

It delivers Tide’s powerful performance in a pre-measured, mess-free dose, simplifying laundry for modern households with frequent washing needs.

By eliminating water and plastic bottles, Tide evo uses recyclable Forest Stewardship Council-certified paperboard packaging, reducing manufacturing waste, shipping emissions, and landfill impact. 

Its compact, lightweight design eases storage and transport while supporting P&G’s goal to shift U.S. and Canada laundry loads to cold water by 2030, cutting energy use per wash.

The diamond shape optimizes material efficiency during production, and features like a tactile symbol and AviLens enhance accessibility for visually impaired users. 

This aligns with rising consumer demand for eco-friendly, hygienic solutions amid heightened cleanliness awareness.

Developed through extensive prototyping to balance fibre mechanics, texture, scent, and efficacy, Tide evo evolves Tide’s history, from soap to powder, liquid, pods, and now tiles. 

First tested in 2024, including in Colorado, the product rolled out nationally in February 2026 and is now available at major U.S. retailers. 

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