Procter & Gamble has introduced Tide evo, an innovation the company is calling a leap forward in laundry innovation driven by consumer insights.This revolutionary laundry tile form is designed to make doing laundry a more efficient and enjoyable experience for consumers, reflecting their preferences for products that align with a modern lifestyle.

The culmination of years of extensive research and development, Tide evo represents a new category of laundry care, leveraging tens of thousands of minuscule fibers, creating layers of soap without unnecessary liquid and fillers. Its instant activation in water ensures efficient cleaning. The tile features six layers of 100% concentrated cleaning ingredients in each fiber. According to P&G, Tide evo is five times more effective at removing common stains than the leading competitive brand bargain detergent.

P&G introduced Tide evo at SXSW. It will begin its commercial roll out next month in Colorado before expanding nationwide later this year.

“Today marks a significant milestone for Tide, as we unveil Tide evo at SXSW 2024, marking a new phase of innovation in laundry care,” states Sundar Raman, CEO, P&G Fabric & Home Care. “Tide evo embodies over a decade of research and development, signifying a major advancement in how we approach cleanliness and efficiency in our daily lives.”

Tide evo is manufactured in a facility powered by renewable energy and features Forest Stewardship Council™ certified recyclable paper packaging, eliminating the need for a traditional plastic bottle. The lightweight laundry tile is designed for cold water washing, resulting in an energy savings as high as 90% energy compared to washing in hot water cycles.