For more than a decade, Tide® has been committed to developing detergents that provide environmental benefits like energy and water savings without compromising on the clean consumers demand. Today, hitting shelves across the country is the latest innovation in Tide’s ongoing commitment to sustainability: Tide purclean™, the first biobased detergent with the cleaning power of Tide.
With a 65 percent biobased formula (showcased on-product with the USDA Certified Biobased label) Tide purclean 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.
With every step in the product lifecycle, from sourcing to manufacturing to use and disposal, Tide is committed to making a difference. 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.
“We know we cannot positively impact the planet with a laundry detergent if people will not use it,” said Sundar Raman, Vice President, 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.”
“Biobased products pump $369 billion into the U.S. economy each year and support 4 million jobs, directly and indirectly, in rural and small towns across the United States. At the same time, biobased products help us reduce our consumption of petroleum by focusing instead on renewable resources,” said Agriculture Secretary Tom Vilsack. “I applaud Procter & Gamble for integrating renewable materials into Tide detergent, a classic, everyday American product that now carries the USDA Certified Biobased label. American families want to invest their hard-earned dollars in products that are good for them, the environment and our economy, and that’s why USDA’s BioPreferred program has continued to grow by leaps and bounds, with a catalog of more than 2,500 biobased products today.”
Tide purclean is available in 50 and 75 oz. sizes at mass and grocery retailers as well as a 100 oz size in limited club store distribution with suggested pricing from $11.99-$19.99. All retail pricing decisions are at the sole discretion of the retailer.
For more information about Tide purclean as well as Tide’s commitment to sustainability please visit: http://tide.com/purclean
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide.
About USDA BioPreferred and Certified Biobased Product label
The BioPreferred Program is a USDA-led initiative that assists the development and expansion of markets for biobased products. BioPreferred is transforming the marketplace for biobased products through two initiatives: mandatory purchasing requirements for Federal Agencies and Federal contractors and voluntary product certification and labeling.
Biobased products span a diverse range of applications, such as lubricants, cleaning products, chemicals and bioplastics. The USDA Certified Biobased Product label communicates a product’s biobased content. Usually expressed as a percentage, biobased content is the ratio of non-fossil organic carbon (new carbon) to total organic carbon in a product. New carbon is derived from recently-created materials. The total organic carbon in a product consists of new carbon and old organic carbon that originates from fossil carbon materials, such as petroleum, coal, or natural gas. Approximately 2,500 products have earned the USDA Certified Biobased Product label as of May 2016.