Tide Newsroom

Tide Introduces a New Standard in HE Detergents—HE Turbo Clean™

Friday, March 6, 2015 8:10 am EST



Public Company Information:


CINCINNATI--(BUSINESS WIRE)--HE Washing Machines are among the most sophisticated appliances in the home, designed to make more than 100 decisions per hour, with more technology than that which fueled the first lunar landing. While many consumers purchase new HE appliances with the intention of saving time, water and energy, many don’t realize that using the wrong detergent and incorrect dose is actually counterproductive, adding significant time to their wash cycle and impacting cleaning results.

While it is common belief that all detergents labeled with “HE” are safe for an HE machine, not all HE detergents are created equal. This is why P&G Fabric Care is introducing a new standard in HE Detergents, HE Turbo Clean™, to deliver the best clean from HE machines. A first-of-its-kind, the HE Turbo Clean™ formula is now available in Tide liquid detergent, Tide Pods pacs and Tide powder formula and is the #1 recommended detergent by leading HE washer manufacturers.i

Turning Laundry Time into TurboTime

Designed to address the issues consumers most commonly face with their HE machines, HE Turbo Clean™ detergents will save time, water and energy using proprietary, quick-dissolving Smart Suds™ technology that helps prevent HE Machines from running additional rinse cycles. It’s no surprise that respondents to a recent survey conducted by P&G Fabric Careii (NYSE:PG) cited laundry as the most time consuming household chore. In fact, when faced with the prospect of doing all of the laundry in their house, more than 25% of respondents would rather do their taxes! That might be because when an HE machine detects excess suds after completing a first rinse cycle, it will add more rinse cycles. The Smart Suds™ technology in HE Turbo Clean™ detergents won’t carry over suds, meaning that an HE washer won’t go into additional rinse cycles that can add up to 25 minutes to cycle time and waste up to 10 gallons of water.

Achieving a Thorough Clean in a Larger Machine

HE Washers are up to 40% larger than traditional top loading washers and can accommodate much larger loads; up to 30 bath towels in a single load. With these much larger loads comes 45% more soil, requiring more detergent to achieve a thorough clean, especially in large and extra-large HE loads. While 81% of consumers agree that they can fit more laundry into every load, only 33% report that they follow detergent package labeling and measure their detergent dose accordingly, with nearly 1 in 5 consumers admitting that they “guess how much [detergent] to use based on the load size.” It is therefore critical that consumers, 29% of whom wish their HE washer would get their laundry cleaner, carefully measure the correct dose of detergent based on their load size and detergent labeling to achieve the clean they desire. Instead of guessing, now the liquid caps and powder scoops provide guidance for how much detergent to use for large and extra-large loads like those in HE machines.

With 80% of respondents reporting that they purchased their HE machine for water and energy efficiency and nearly half of respondents reporting they wish their machine would wash their laundry faster, it is critical to use a specially-formulated low-sudsing HE detergent like Tide HE Turbo Clean™ to achieve time and water savings. HE washers can deliver the results they promise when used correctly and with basic education, consumers can achieve the results they sought when they purchased their machines.

The following products will be available in retail outlets nationwide beginning in February 2015. Suggested retail prices range from $7.99 - $15.99.*

(*pricing is at the sole discretion of the retailer. Range is based on pricing for 50 oz. Tide HE Turbo Clean™ liquid detergent and 57-count Tide Pods HE Turbo Clean™ respectively).

To learn more please visit, www.tide.com/he.

Tide® PODS™ HE Turbo Clean™
Tide® HE Turbo Clean™ Liquid Laundry Detergent
Tide® HE Turbo Clean™ Powder Laundry Detergent

About Procter & Gamble
The P&G Fabric Care category includes brands such as Tide®, Downy®, Gain®, and Bounce®. For a complete list of brands and for more information, visit http://www.pg.com/en_US/brands/global_fabric_home_care.

P&G serves nearly five 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®, 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.

i Based on co-marketing agreements
ii The P&G Fabric Care Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 U.S. adults who own high-efficiency washers, between February 3rd and February 12th, 2015, using an email invitation and an online survey. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.


Marina Maher Communications
Melissa Berube, 212-485-1677

Multimedia Files:

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Going High Efficiency (Graphic: Business Wire)
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Tide HE Turbo Clean (Photo: Business Wire)
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HE Turbo Clean (Graphic: Business Wire)