Not since your apartment’s post-Halloween-party-sequined load has your laundry machine seen this much excitement. Procter & Gamble’s Tide is beginning a nationwide roll out of waterless detergent squares, an innovation it believes is the future of the $25 billion laundry care market.
No plastic or liquid. The product, known as Tide evo, is about the size of your palm, and the plain white tile has six different layers of woven fibers made from cleaning materials. The fibers dissolve in cold water to cut down on energy usage and come in a recyclable box that is much smaller and cheaper to ship than other detergent products.
It pays to pre-package
A box of 42 tiles costs $19.99 on Amazon, compared with $12.97 for a pack of 42 Pods. Still, the new product—which took about a decade to develop, according to P&G—could open up a whole new avenue of revenue in the big business of laundry.
Last time…Tide introduced Pods in 2012, a product that is significantly more expensive than a liquid or powder alternative, and it has since become a $2 billion annual business for the company.—MM
This report was originally published by Morning Brew.