Tide launches new eco-friendly detergent

CINCINNATI -- Eco-minded consumers have a new reason to shop the laundry aisle thanks to a new product from Tide.

Hitting shelves across the country this week is the latest innovation in Tide’s ongoing commitment to sustainability: Tide purclean. It's the first biobased laundry detergent with the cleaning power of Tide.

New Tide purclean is comprised of a 65% biobased formula (showcased on-product with the USDA Certified Biobased label) that delivers the same cleaning power, stain removal and color care found in Tide Original Liquid Laundry Detergent, with a light Honey Lavender fragrance for a subtle, clean scent.

“We know we cannot positively impact the planet with a laundry detergent if people will not use it,” said Sundar Raman, VP, North America Fabric Care. “Many people have yet to embrace laundry detergents with biobased ingredients because they feel there is a trade-off when it comes to cleaning performance, so we designed our biobased formula to provide more of the environmental benefits people increasingly seek, without compromising the trusted cleaning power of Tide. This is our first step with biobased ingredients and while we know we have much to learn, we hope Tide purclean will set a new standard for eco-friendly detergents.”

The detergent is produced at a zero manufacturing waste to landfill facility using 100% renewable wind power electricity and the bottle is also 100% recyclable. It is formulated to perform in cold water conditions to help save energy (but can be used in any water temperature). Tide purclean is also compatible with both HE (high efficiency) and non-HE washing machines.

Tide purclean is available now in 50- and 75-ounce sizes at mass and grocery retailers as well as a 100-ounce size in club store distribution with suggested pricing from $11.99-$19.99.