Surfactant Chemistry Breakthrough

Introducing Tide Pods

P&G’s first multi-chamber laundry detergent, Tide PODS, adds a whole new dimension to laundry, with an innovative look, feel and performance. This revolutionary new three-chamber liquid unit dose form is an ultra-convenient, 3-in-1 laundry product that cleans, fights stains and brightens. Tide PODS delivers unequivocal wins for the consumer – the best overall cleaning experience ever via a combination of great design, performance and convenience– and the customer, with growth by premium product design and reigniting interest in the category. The consumer-inspired, technology-driven innovation builds on Tide’s long heritage of delivering superior cleaning with breakthrough technology.

The unique, three-chamber liquid unit dose pods deliver great Tide cleaning in a unit dose form that is twice as compacted as liquid detergent today: 

  • Designed to handle a bTide Pods - Surfactant Chemistry Breakthroughroad range of challenging conditions and soils in both traditional and high efficiency machines, the new formula provides a powerful Tide clean that consumers have grown to know and love.
  • Each convenient pod is pre-measured so it is simple to use and consistently delivers trusted Tide cleaning performance. 
  • In use testing, we have seen major improvements versus current products across several key drivers of laundry satisfaction. Specifically, Tide PODS drives an increase of more than 25% in satisfaction on “provides a deep down clean” and “bright whiteness” and an increase of more than 43% in “completely removes difficult stains” and “excellent results with minimal time and effort.” 

Technology:

It took years in development, with more than 6,000 consumers involved in research and over 450 packaging and product sketches. Tide PODS is a breakthrough liquid unit dose with innovation in three key areas:

  • To deliver a small liquid unit dose, a new formula was created that is HE compatible and twice as compacted as current 2x Tide Liquid.
  • The three-chamber unit dose design allows the unique chemistry matrix to work synergistically in the wash for excellent results.
  • Because dissolution of the liquid unit dose is a key consumer trial barrier, we are using a new film that dissolves completely in the wash, even in cold water.
  • Innovative, easy-to-use tub packaging ensures that no “leftover” detergent is stuck at the bottom.