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Revolutionary Detergent Washes Away Plastic Bottles in Favor of Soap “Tiles” Stacked in Cartons

Procter & Gamble’s Tide unveils dissolvable tiles that clean in cold water and are packed in recyclable cartons, cutting down on plastic waste, water usage, and transportation energy.

The fibrous tiles are made using a patented process to build six layers of “100% concentrated cleaning ingredients woven into each individual fiber.”
The fibrous tiles are made using a patented process to build six layers of “100% concentrated cleaning ingredients woven into each individual fiber.”
Photo courtesy of Procter & Gamble

Ben Miyares, Packaging SherpaBen Miyares, Packaging SherpaProcter & Gamble’s Tide evo laundry detergent is a tsunami of product and packaging ingenuity meant to wash liquid laundry detergent bottles off retail shelves, replace them with cartons of detergent “tiles,” reorder homemakers’ washroom SOPs, and reduce the amount and temperature of water needed to wash their clothes.

Doing away with liquid laundry detergent bottles at retail, lightening loads in domestic households, and easier package handling in both places are three of the intended consequences of the compact, lightweight tiles.

A fourth, less obvious–but potentially no less significant impact of the disruptive packaging switch–is its role in smoothing the new brand’s entry into the e-commerce market, where cube and light weight are primary requirements.

“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,” says Ammie Walter, senior brand director of P&G’s Tide evo.

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