Tide Newsroom

Tide® is on the Hunt to Find America’s Messiest Foods

Tide asked Americans to dish on their favorite messy foods—and offers help to remove what lands on your clothes


Tuesday, July 1, 2014 10:00 am EDT



Public Company Information:

"Summer is a great time to enjoy those delicious, messy foods, which is why we wanted to celebrate American’s favorite messy dishes across the country"

CINCINNATI--(BUSINESS WIRE)--To celebrate the cleaning power of new Tide Ultra Stain Release, which promises to help remove 99% of stains, Tide canvassed the country for American’s favorite messy dishes, proving you can enjoy your favorites with less worry about the clean-up. The first sweep of eleven major U.S. cities revealed that Americans deem ribs, a perennial favorite for summertime barbeques, the messiest food in the country. Fortunately, new Tide Ultra Stain Release helps remove stains from barbeque sauce, which is often a key ingredient in making ribs so deliciously messy.

Summer celebrations are made memorable by the wide array of delicious outdoor cooking and dining, whether you’re grilling out or indulging in foods from local festivals and restaurants. The good news for foodies everywhere is that you can now enjoy the foods you love with less worry, knowing new Tide Ultra Stain Release helps remove more than 99% of tough stains likes grease, tomato sauce and chocolate.

“Summer is a great time to enjoy those delicious, messy foods, which is why we wanted to celebrate American’s favorite messy dishes across the country,” said Tide Associate Marketing Director Karen Schlosser. “Our hope is that people can enjoy these dishes with less focus on the clean-up since Tide Ultra Stain Release helps remove so many tough everyday stains.”

From May 30th to June 10th, 2014, Tide surveyed a total of 3,300 men and women online across eleven major US cities (300 surveys per city) where each city was asked to choose from a list of locally famous foods. In addition, a national read among a representative US sample of 1,002* was completed where people were asked to write in their messiest food choice. As a result, Tide discovered many delicious and messy foods across the country ranging from fried chicken to chili con carne and crab. Two cities in Texas, Dallas and Houston, named chili con carne their messiest dish, and respondents in Atlanta said that theirs was fried chicken. Boston declared the corn muffin the messiest and Chicago voted for sweet corn. To some surprise, participants in Miami and Washington DC said crab was their messy dish of choice. However, it’s no surprise that New York City residents said pizza was the messiest dish in the city. Respondents in both LA and San Francisco declared barbeque the messiest dish.

So if tomato sauce from chili con carne or a slippery slice of pizza drips on a favorite new t-shirt this summer, or butter from your sweet corn or favorite seafood drips on your shorts, no need to sweat it because one cap of new Tide Ultra Stain Release in the wash has 6x the stain fighting power of the next leading competitor (stain removal of 1 cap vs 6 caps of the next leading competitor detergent).

About New Tide Ultra Stain Release®

Tide Ultra Stain Release helps remove up to 99% of everyday stains, even the toughest stains, including grease, red wine, tomato sauce and chocolate. It is designed with 6x the stain fighting power of the next leading competitor (stain removal of 1 cap vs 6 caps of the next leading competitor detergent).

In addition, Tide Ultra Stain Release is the first Tide laundry product to come with a pre-treat Zap! Cap that can be used to get detergent into stains pre-wash to enhance stain removal. This unique feature makes Tide Ultra Stain Release a 2-in-1 detergent with both a pre-treater and a detergent. The cap features two textures: bristles for deep down scrubbing and a flatter portion to spread the detergent around, enhancing stain removal.

About Tide®

For over 65 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers’ diverse laundry needs, Tide offers a portfolio of laundry detergents and additives including Original Ultra Tide Liquid, Tide Pods®, Tide Plus Collection (Tide Ultra Stain Release, Tide Plus Febreze Freshness, Tide Coldwater Clean, Tide Plus a Touch of Downy, Tide Plus Bleach Alternative, Tide Plus Febreze Sport), Tide Boost, Tide Washing Machine Cleaner, Tide Oxi and Tide To Go. Tide offers formulas in liquid, powder and single-use Tide Pods® which provide a clean you can trust. Visit www.tide.com for product information, practical laundry tips, special offers and become a fan of Tide on Facebook (www.facebook.com/Tide) to see our latest offerings.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

*In a survey conducted by Ipsos SMX for Tide


Tracey Long, 513-983-9629
DeVries Global
Ali LaFleur, 212-546-8549