04.26.11
In July, Procter & Gamble Co. will launch Tide Pods—tablets of highly concentrated liquid Tide. being billed as its biggest laundry detergent innovation in decades.
Research for the product, which was years in development, was led from P&G’s fabric and home care research center in St. Bernard.
Growth in detergent sales hasn’t exactly been frothy in recent years.
P&G is hoping the new line will re-energize interest in what can be a mundane chore and in particular in its signature Tide brand its many brand extensions.
“The Tide Pods represent an opportunity for market growth that has been stagnating for some time now,” said P&G spokeswoman Petra Stovickova.
More than 6,000 consumers were involved in the testing, P&G says.
P&G would not say what its suggested retail price will be, but said it will be comparable to other Tide products.
This summer P&G will begin sampling Tide Pods, a tablet of highly concentrated liquid Tide. Each tablet will contain three chambers of liquid detergent surrounded by a film designed to dissolve in any temperature water. The detergent in the tablets will be twice as concentrated as liquid Tide, P&G says. They will be similar to the Cascade tablets that P&G is marketing in its dishwashing detergent, but with three chambers instead of one.P&G says the formula is compatible with both high-efficiency and traditional washing machines.
A full North American rollout begins in September. Tide Pods will be available in five sizes.
A full North American rollout begins in September. Tide Pods will be available in five sizes.
Research for the product, which was years in development, was led from P&G’s fabric and home care research center in St. Bernard.
Growth in detergent sales hasn’t exactly been frothy in recent years.
P&G is hoping the new line will re-energize interest in what can be a mundane chore and in particular in its signature Tide brand its many brand extensions.
“The Tide Pods represent an opportunity for market growth that has been stagnating for some time now,” said P&G spokeswoman Petra Stovickova.
More than 6,000 consumers were involved in the testing, P&G says.
P&G would not say what its suggested retail price will be, but said it will be comparable to other Tide products.
It describes Tide Pods as "highly concentrated liquid detergent tablets," with a product launch backed by "a massive $150 million marketing budget."