Tide Unveils New Laundry Detergent Tile: 'Significant Leap Into The Future'

Procter & Gamble launches Tide evo, a dry, fiber-based detergent tile designed as an alternative to Tide Pods and traditional liquid or powder detergents.

Published on Feb. 21, 2026

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Procter & Gamble has officially launched Tide evo, a new dry, fiber-based laundry detergent tile that dissolves instantly in cold water. Tide evo is designed as an alternative to Tide Pods and traditional liquid or powder detergents, representing over 10 years of innovation and product development for the brand.

Why it matters

The launch of Tide evo is significant in the $25 billion US laundry care industry, as it represents the next evolution of Tide's product lineup after the successful introduction of Tide Pods in 2012. Tide evo is part of Tide's broader environmental goal of shifting more laundry loads to cold water washing.

The details

Tide evo contains six layers of concentrated cleaning ingredients spun into tens of thousands of tiny detergent fibers. The tile is placed at the bottom of an empty washing machine before clothes are added. Unlike Tide Pods, Tide evo is designed for cold-water washing. Tide evo will be available in five sizes and three versions: Original, Spring Blast, and Free & Gentle. Boxes of Tide evo will range from about $5 to $20, or roughly 48 cents per recommended load.

  • Tide evo was first debuted by Procter & Gamble at SXSW in 2024.
  • The Free & Gentle version of Tide evo has been available online since June 2025 through Amazon, Target, and Walmart as part of early digital testing.
  • Tide evo is expected to start shipping on Saturday, April 4, 2026, with some retailers offering the tiles in March.

The players

Procter & Gamble

The consumer goods conglomerate that owns the Tide brand and is launching the new Tide evo detergent tile.

Marchoe Northern

The president of Fabric Care at Procter & Gamble, who announced the launch of Tide evo.

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What they’re saying

“Tide evo represents over ten years of innovation and product development, and showcases Tide's journey of reinvention every decade. From soap to detergent, powder to liquid, then PODs, and now, laundry tiles – the first-of-its-kind in the industry and the next significant leap into the future for both the company and consumers.”

— Marchoe Northern, President of Fabric Care, Procter & Gamble

“It really does have the potential to be as big, if not bigger, than Tide Pods.”

— Marchoe Northern, President of Fabric Care, Procter & Gamble

What’s next

Tide evo is expected to start shipping on Saturday, April 4, 2026, with some retailers offering the tiles in March.

The takeaway

The launch of Tide evo represents the next evolution of Tide's product lineup, showcasing the brand's commitment to innovation and environmental sustainability through a new cold-water-friendly detergent format.