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March 21, 2012
Tide Recruits Telenovela Star for Product Launch

CINCINNATI — Singer/actor introduces Hispanic consumers to

CINCINNATI — Tide has recruited telenovela star Jencarlos Canela to show Hispanic consumers the brand’s new Tide® Pods™, a three-chamber unit dose laundry detergent that brightens, cleans and fight stains in one.

Consumers will have the chance to meet Canela on April 3 at a Los Angeles Laundromat to get a glance at the product benefits. The singer and actor has already made some surprise visits to Miami-area laundries as part of the product launch.

“I’m very happy to represent Tide and to be able to reach my friends for the launch of this innovative product,” says Canela. “At home, we’re already using Tide Pods, the future of laundry, and I noticed that it is very easy to use because with one single ‘pac’ you can obtain in your clothes brightness, cleanness and fight stains; everything in the palm of your hand.”

Tide Pods are available at select retail outlets.

February 9, 2012
Consumer Reports Finds Laundry Detergent Dosing ‘Confusing’

YONKERS, N.Y. — Using too much concentrated laundry detergent can wash its benefits away, says Consumer Reports, which recently looked closely at products from All, Era, Purex, Tide and Xtra and uncovered unclear instructions and inconsistent cap measurements that can drive up laundry costs.

The independent, non-profit organization says it found that it’s often unclear how much detergent is needed to get the job done right, and it can be easy to use too much. It blamed cap fill lines that testers found were difficult to see or too close together to produce accurate dosing.

Concentrated laundry detergents—2X, 3X and even 8X—have less water and other nonessential ingredients than conventional products, Consumer Reports says. Most consumers don’t realize that the “X” is often tied to a previous formulation of the same detergent, so 2X would give equal performance as the previous detergent while using half the dose.

Also, the “X” does not apply to different models of the same brand or for comparisons across brands. For example, a 50-ounce bottle from one maker doses 32 loads while 32 ounces from another does 28 loads.

Consumer Reports recommends following label directions until the measuring lines on laundry detergent caps are well defined. Also, it recommends using HE detergents in a front loader or high-efficiency top loader, because other detergents may produce too much suds.

The full report on concentrated laundry detergents can be found here.

January 18, 2012
U.S. Nonwovens Joins P&G with New Detergent Packaging

BRENTWOOD, N.Y. — The Proctor & Gamble Co. (P&G) has launched Tide & Cascade Pods, and U.S. Nonwovens Corp. (USN) is in “high-level discussions” with global consumer packaged goods (CPG) companies in efforts to license and/or sell its newly granted patents for the dual-compartment detergent pouch, according to USN.

P&G is the only other company aside from USN to market “Dual Pod Technology,” according to USN.

Industry analysts expect Unilever (Surf®), Reckitt Benckiser (Finish®), Henkel Dial (Purex®), Church & Dwight (Arm & Hammer®) and The Clorox Company (Clorox®) to speed up plans for dual pod technologies and possibly even try to beat Tide to market.

This innovation may help combat the downward spiral of detergent sales. Sales of liquid detergent fell 3%, and sales of powder detergent fell 10% in the 52 weeks ending March 20, 2011, according to Symphony IRI data that excludes Walmart. According to IRI data reported by Deutsche Bank, sales at Walmart are down 10% in liquid detergent and 20% in powder last quarter.

“Global CPG powerhouses must innovate convenience at a value now, in efforts to curb the down trend,” says Rody Mehdizadeh, USN’s chief operating officer.

September 8, 2011
Loads of Hope Mobile Laundry Program Provides Clean Clothes to Disaster Victims

COBLESKILL, N.Y. — The Tide Loads of Hope mobile laundry program was in New York last week to provide free laundry services to victims of Hurricane Irene. Tide officials say that, while it may not seem like much, having clean clothes can make a big difference to the people trying to clean up their homes.

Working with the American Red Cross, the Tide Loads of Hope mobile laundry program provided free, full-service laundry to relief workers and residents of New York who were in need of resources and support following the damage caused by the hurricane. These residents and workers were encouraged to drop off their laundry to be washed, dried and folded, free of charge.

The Loads of Hope program was created in 2005 to provide much needed free laundry services to families affected by Hurricane Katrina. Inspired by the resilience and spirit of the people of New Orleans, Tide expanded the Loads of Hope program and has since helped families affected by disaster in California, Texas, North Dakota, Tennessee, Kentucky, North Carolina, Alabama and Missouri, the company says.

Today, the program includes the Tide Loads of Hope truck outfitted with 32 energy-efficient Frigidaire Affinity washers and dryers. Collectively, Tide has washed over 44,000 loads of laundry for more than 32,000 families impacted by disasters since the program launched.

People across the country can help support Tide Loads of Hope by purchasing a Tide Loads of Hope vintage tee by visiting www.tideloadsofhope.com. All profits from the tees go towards helping families affected by disaster, Tide says.