Tide announced that Tide evo, a revolutionary laundry tile representing a new chapter in laundry care, is now available exclusively at store shelves in Colorado. Tide evo was recently unveiled at SXSW 2024, marking a significant leap in laundry innovation driven by consumer insights. This new form emerges as a direct response to the call for a laundry solution that is lighter, faster and simpler – embodying the shift towards more consumer-first product innovation.

Tide evo heralds a new chapter in laundry’s evolution, tracing the brand’s lineage from soap to detergents to powders to liquids to PODS, and now, to fiber tiles. Rooted in addressing consumers’ everyday challenges, Tide evo seamlessly blends a reduction in effort and environmental impact of laundry.

“Today marks a significant milestone for Tide, as we launch Tide evo in Colorado, 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, the culmination of years of extensive research and development, introduces a revolutionary laundry tile form – unlike anything offered in laundry today. This new category of clean leverages tens of thousands of minuscule fibers, creating layers of soap without unnecessary liquid and fillers. Its instant activation in water ensures efficient cleaning.

Tide evo is the first detergent to incorporate six powerful layers of 100% concentrated cleaning ingredients in each fiber, offering superior cleaning power. Tide evo is five times more effective at removing common stains than the leading competitive brand bargain detergent, delivering on the Tide promise of superior cleaning in the newest evolution in laundry.

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, enabling users to save up to 90% energy compared to washing in hot water cycles.

Tide evo will expand nationally later this year.