Product line
Tide is marketed under various sub-brands, such as 2× Ultra Tide.[15]
In 1968, the Tide brand expanded with Tide XK, the first detergent formula in the US that incorporated cleaning enzymes and was marketed for its "Xtra Kleaning" properties.[9][16] The brand introduced its first liquid detergent, Tide Liquid, in 1984, which was a clear, orange-tinted formula. In 2005, the brand launched both Tide to Go, a portable pen for on-the-spot stain removal, and Tide Coldwater, a formula specifically designed to clean in cold water to save energy.[9][15]
Tide Free is marketed as being free from dyes or perfumes.[17] Tide-To-Go is a product packaged in a pen-like format and intended to remove small stains on the spot, without further laundering.[15]
In Puerto Rico,[18] the Tide formula is marketed under the name Ace.
Following the 2000 launch and 2002 withdrawal of Tide's first attempt at a laundry tablet (Tide Rapid Action Tablets),[19][20][21] Proctor & Gamble spent eight years developing a successor that contained both a liquid and a powder, finally introducing Tide Pods in early 2012.[19][20] As of 2016, the pods have grown to account for an estimated 15% of the brand's total sales.[22][23] In late 2017, an Internet meme was popularized around the concept of eating Tide Pods[24]
After a debut at SXSW in 2024 and regional testing in 2025, Procter & Gamble began the national rollout of Tide evo in 2026. The detergent format consists of dry, fiber-based 3.5 inch-square tiles that utilize layered cleaning ingredients designed to dissolve in cold water and are sold in recyclable paperboard packaging.[26][27][28]
Tide Cleaners is the name of a dry cleaning and laundry service with hundreds of locations across Chicago, Philadelphia, Denver, Washington D.C., Boston, Cincinnati, Houston, Dallas, Nashville and Charlotte.[29]
