Two years after launching in select U.S. markets, Tide evo, a 100% concentrated, waterless tile with six cleaning layers, is rolling out across the U.S. The fiber-based tile combines scrubbers, pre-treaters, brighteners and fresheners in one product that is instantly activated by cold water, making laundry simpler and advancing Procter & Gamble’s mission of making three out of four laundry loads in the U.S. cold by 2030.

In development for more than 10 years, Tide evo is the next step Tide’s journey from soap to detergent, powder to liquid to PODs to, laundry tiles , says Marco Northern, president, P&G Fabric Care who calls the product a first-of-its-kind in the industry and the next significant leap into the future for both the company and consumers. The laundry care market’s last major innovation, laundry pods, was introduced by Tide in 2012.

Procter & Gamble prioritized efficacy and consumer satisfaction in testing and product development for Tide evo. The product’s diamond tile design was chosen out of more than a dozen prototypes. It reduces manufacturing waste, maximizes material efficiency and provides a neat, organized look that consumers prefer when it comes to laundry.  In developing the product, P&G also had to overcome the complexity of balancing fiber, particle, and dissolution mechanics to deliver a new form of clean.Tide has announced the national launch of Tide evo – a 100% concentrated, waterless tile with six cleaning layers- a new product format addresses modern consumers’ everyday laundry needs and preferences. Tide evo activates instantly in cold water, leveraging cleaning technologies like all-in-one scrubbers, pre-treaters, brighteners and fresheners, all with no fillers, no extra water and no plastic bottles.