Market Overview

P&G Thinks Inside the Box with New Tide Eco-Box


New bag-in-box designed for eCommerce ships Liquid Tide more

Tide has reimagined its classic liquid detergent with a new Eco-Box
package containing an ultra-concentrated formula designed for eCommerce.

This press release features multimedia. View the full release here:

New Tide Eco-Box ships without bubble wrap or a secondary box, directly to your front door starting  ...

New Tide Eco-Box ships without bubble wrap or a secondary box, directly to your front door starting in January. (Photo: Business Wire)

The Tide Eco-Box arrives on a shopper's doorstep in a sealed,
shipping-safe cardboard box. Inside the box is a sealed bag of
ultra-compacted Tide liquid laundry detergent. To use, a perforated
cardboard flap is peeled off to reveal a dosing cup and a new "no-drip"
twist tap. To make dosing simpler on flat surfaces, the box includes a
pull-out stand to raise the height of the box so the cup fits easily
beneath the tap.

The name "Eco-Box" is a nod both to eCommerce and the lighter shipping
footprint these packages are designed to drive. Products sold online
typically need to be packaged with a second or third layer of packaging
like cardboard boxing and bubble wrap that's then discarded by the
consumer. To address this, P&G designed the Tide Eco-Box to ship as
efficiently as possible on its journey from a manufacturing site to a
retailer's warehouse to a consumer's front door.

"We know that the ‘last mile' remains the biggest challenge both
economically and ecologically in eCommerce," said Isaac Hellemn, Brand
Manager for eCommerce innovation in P&G's Fabric Care group. "The Tide
Eco-Box is designed to keep the convenience of online shopping for the
consumer but reduce the overall impact of that convenience on our

The new Tide Eco-Box:

  • Contains less packaging, 60% less plastic and 30% less water than the
    current 150 oz Tide press-tap
  • Doesn't require any secondary re-boxing or bubble wrap,
  • Is lighter because of its ultra-compacted formula, and
  • Takes up less space because of its boxed design, which means more
    loads of laundry can fit on fewer delivery trucks.

The Tide Eco-Box is the first product launch from P&G Fabric Care's
eCommerce Innovation Group. "For the first time, we have designed a
package ‘eComm-Back,' beginning with the unique challenges and
opportunities the eCommerce environment presents," said Sundar Raman,
Vice President of P&G's North America Fabric Care business. "This is a
fundamentally different approach than we've taken in the past and
represents our relentless obsession with delighting consumers – wherever
they want to purchase our brands."

P&G will continue to innovate in the ecommerce space as it adapts its
product offerings for the channels its consumers are shopping. "We have
some pretty exciting ecommerce projects we're working on, and that
shouldn't be surprising," says Isaac Hellemn, "eCommerce isn't a trend
anymore, it's a reality, and we're excited to keep innovating for it."

People interested can sign up for first access to the Tide Eco-Box at

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