Procter & Gamble officially launched Tide evo nationwide on Tuesday, Feb. 17. The dry, fiber-based tile is designed as an alternative to Tide Pods and traditional liquid or powder detergents.
According to Tide, an evo tile dissolves instantly in the wash, even when using cold water.
"Tide evo represents over ten years of innovation and product development, and showcases Tide's journey of reinvention every decade," said Marchoe Northern, P&G's president of Fabric Care. "From soap to detergent, powder to liquid, then PODs, and now, laundry tiles – the first-of-its-kind in the industry and the next significant leap into the future for both the company and consumers."
The rollout will happen gradually throughout the spring. Axios reported that Tide evo is expected to start shipping on Saturday, Apr. 4, with some retailers offering the tiles in March.
Boxes of Tide evo range from about $5 to $20, or roughly 48 cents per recommended load. The tiles are available in five sizes and three versions: Original, Spring Blast, and Free & Gentle.
P&G first debuted Tide evo at SXSW in 2024 and was previously tested in Colorado Springs, Colorado. The Free & Gentle version has been available online since June 2025 through Amazon, Target, and Walmart as part of early digital testing.
The move is significant in the US laundry care industry, which is valued at nearly $25 billion. In 2012, P&G unveiled Tide Pods, which grew into a more than $2 billion annual business.
Tide Pods were somewhat controversial in their early days because their size and bright colors could look like candy to young children. In 2018, dozens of teens intentionally swallowed laundry detergent as part of the "Tide Pod Challenge," although the viral trend was more of a sarcastic meme than an actual call for kids eat Tide Pods.
Unlike its liquid handheld counterpart, Tide evo contains six layers of concentrated cleaning ingredients spun into tens of thousands of tiny detergent fibers. The tile is placed at the bottom of an empty washing machine before clothes are added.
Tide evo is designed for cold-water washing, as part of Tide's broader environmental goal of turning three out of every four laundry loads to cold by 2030 in North America.
"It really does have the potential to be as big, if not bigger, than Tide Pods," Northern said.
Despite the buzz, P&G also said Tide evo won't replace other versions of the detergent.
"Eighty years later, I still have powders on the shelf," said Northern.
P&G has invested nearly $100 million in a Louisiana facility to produce Tide evo tiles, Trellis reported.
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