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Source document· February 17, 2026

Tide Unveils World-First Laundry Breakthrough: Introducing Tide evo, the Fiber-Detergent Tile

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Tide Unveils World-First Laundry Breakthrough: Introducing Tide evo, the Fiber-Detergent Tile First-of-its-Kind Technology, Tide evo Delivers a Breakthrough Clean so Powerful, it’s Like Magic CINCINNATI, February 17, 2026--(BUSINESS WIRE)--Tide®, America’s #1 trusted laundry detergent brand, continues to deliver an unm…

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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
80% confidence
Consumers who have used Tide evo describe the experience as 'new, different, and innovative,' with some describing that it provides a clean so unbelievable, it's 'like real laundry magic'
80% confidence
U.S. laundry care market size was estimated at $24.87 billion in 2024 and is projected to grow at a CAGR of 6.2% from 2025 to 2030
80% confidence
Tide evo redefines the laundry category while addressing modern consumers' wants from a detergent. It's lighter, faster, simpler, and provides a superior clean
80% confidence
Tide brand aims to turn three out of four laundry loads in the U.S. and Canada to cold by 2030
80% confidence

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Procter & Gamble · countries of operation

70 countries