1. What is new Tide purclean™?
Tide purclean™ is the first plant-based laundry detergent with the trusted cleaning power of Tide. In fact, Tide purclean™ cleans as well as Tide Original Liquid Laundry Detergent but has 65% bio-based ingredients, as certified by the USDA BioPreferred program. Tide purclean™ aims to raise the performance standard for natural detergents and in turn bring more consumers to the natural detergent category.
2. Why is Tide choosing to launch a “natural” detergent?
We believe the best way to help create a more sustainable future is to make the products that people use and love every day more environmentally friendly. Tide purclean™ is the next step in our journey to create laundry detergents that help consumers make sustainable choices. We are exploring using more natural ingredients not only because of the positive impacts an increased use of renewable materials will have on the environment and the sustainability of our business, long-term, but also because more and more consumers are seeking out natural ingredients in their products. Importantly, we have created a formula that cleans as well as Tide Original Liquid Laundry detergent. After all, a more sustainable detergent can only have impact if people use it!
3. How is new Tide purclean™ different from Tide liquid? What changes did you make to the formula?
Tide purclean™ is the first plant-based detergent with the cleaning power of Tide, containing 65% plant-based ingredients. The Tide purclean™ formulation includes plant-based surfactants and solvents. Both formulas are held to the highest standards of safety and efficacy, but Tide purclean™ offers an option for consumers seeking a simple step to integrate more sustainable choices into their daily routines while still meeting their cleaning expectations.
4. Does this really clean as well as Tide? (vs. Tide Original)
Yes! When we set out to develop Tide purclean™, our goal was to create a detergent we’d be proud to have in the Tide family.
5. Is Tide purclean™ tested on animals?
This final formula has not been tested on animals and we do not test on animals unless required by law. P&G continues to develop non-animal alternative tests and work with regulators around the world to ultimately end research involving animals. (http://us.pg.com/sustainability/community-impact/policies-practices/animal-welfare-alternatives)
6. How does Tide purclean™ compare to other Natural Detergents?
We have designed Tide purclean™ to deliver a clean on par with Tide Original. We continue to explore innovations which will someday enable us to replace non-plant-based ingredients with plant-based alternatives that provide the same, or better, cleaning power.
7. Does Tide purclean™ clean in cold water?
Yes. Our formulators have designed Tide purclean™ to clean even in cold water, helping you to do your part in energy conservation via cold-water washing. Heating wash water is the largest driver of energy consumption when running your washing machine. All the steps you take toward preserving the planet for future generations can add up to make a meaningful impact.
8. How does Tide purclean™ compare to Tide Coldwater Clean or Tide Free & Gentle?
Tide purclean™ is P&G’s first and only plant-based laundry detergent. Tide purclean™ offers consumers the opportunity to chose a plant-based, more renewable formula that also cleans as well as regular Tide in energy-saving normal/cold water. Tide purclean™ is free of dyes.
9. How does the water content in Tide purclean™ compare to Tide?
The Tide purclean™ formula is the same concentration as Tide Original and should be dosed according to the package instructions (same dosing recommendations as Tide Original Liquid Laundry Detergent.
10. Why is Tide purclean™ not available in a powder or a single unit dose form?
Our team of scientists and formulators set out to create a detergent that maximizes plant-based ingredients and provides Tide levels of cleaning power. We believe single unit dose pacs are the future of laundry but we also have learned that it takes time for people to adapt to new forms. We chose to innovate in the liquid detergent form because we didn’t want the form change to be a barrier to consumers’ trial of the product.
11. Is Tide purclean™ designed for High Efficiency machines and traditional top loading machines?
Yes, it provides outstanding cleaning performance in all types of machines. (Note: If you are accustomed to our Tide HE Turbo formulas, you may notice more sudsing with this formula but it should not interfere with the performance of the detergent).
12. Why is Tide purclean™ designed for both High Efficiency and traditional top loading machines and the rest of Tide is not?
Tide purclean™ contains a different formulation than Tide and has been designed to work in all machines. There are dosing guidelines on the back of the bottle. We recommend using the dose required for your load size for best performance.
13. Why is this not HE Turbo?
This formula works in HE machines but does not have the Smart Suds™ superior suds suppressor technology that is available in our HE Turbo products.
14. Tide purclean™ costs more than other Tide liquid laundry detergents. Why?
Are you concerned that you’re pricing this product out of consideration for many consumers?) Tide purclean™ is a premium offering to current non plant-based detergents. The move to plant-based ingredients costs more compared to traditional ingredients, therefore the price reflects the cost of materials. Based on our suggested retail pricing, we expect to be competitively priced. All pricing decisions are at the sole discretion of the retailer.
15. Why isn’t Tide purclean™ 100% plant-based?
We believe the best way to help create a more sustainable future is to make the products that people use and love every day more environmentally friendly. Tide purclean™ offers an innovative breakthrough that brings to the laundry category a plant-based detergent that will enable consumers to take a step toward helping the environment AND that is designed to meet performance expectations. We see this move toward more renewable energy sources and plant-based ingredients as an opportunity to use the reach of the Tide brand to expand the use of plant-based products to a larger group of consumers while resetting performance expectations in this segment. We have not yet found a 100% plant-based alternative that continues to deliver the cleaning performance our consumers expect. We are committed to exploring the use of more renewable energy sources in production, and more plant-based ingredients in our formulas, as technological advances, scale and price permit.
16. Is Tide purclean™ fully natural/organic/plant-based?
Tide purclean™ is 65% bio-based, certified by the USDA BioPreferred program. Tide purclean™ is not certified USDA Organic. Currently there are no industry standards for what qualifies as a “natural detergent”, so we’ve decided to be transparent with our level of plant-based, renewable ingredients by gaining the USDA BioPreferred certification.
17. Is this product biodegradable?
Biodegradable ingredients and water make up 95% of the Tide purclean™ formula. We aim to increase the biodegradable profile of Tide purclean™ with new formulations as biodegradable ingredients are proven effective so that one day the active ingredients can be 100% biodegradable.
The remaining 5% non-biodegradable ingredients include:
- Polymers- these prevent soil redeposition and are key to ensuring a Tide clean
- Chelants - these bind up metals and minerals in the wash water to ensure a Tide clean
- Perfumes- these provide a pleasant scent through the wash, a benefit many consumers seek.