Procter and Gamble introduces Tide’s new Eco-Box packaging

Global consumer goods major Procter and Gamble (P&G) has revamped the packaging of the Tide liquid detergent with a new Eco-Box.

Tide Eco-Box marks the first product launch from P&G Fabric Care’s e-commerce innovation group.

Designed specifically for e-commerce, the company will deliver the Tide Eco-Box to customers in a sealed cardboard box.

According to the company, the new concept is designed to offer a lighter shipping solution for online deliveries and reduce the need for layers of packaging.

Tide Eco-Box is made using 60% less plastic and 30% less water compared to 150oz Tide press-tap. The company used the ultra-compacted formula to make it light.

P&G Fabric Care group e-commerce innovation brand manager Isaac Hellemn said: “We know that the ‘last mile’ remains the biggest challenge both economically and ecologically in e-commerce.

“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 environment.”

The pack features a dosing cup, a new ‘no-drip’ twist tap and a pull-out stand to raise the height of the box for dosing on flat surfaces.

Customers need to sign up to place orders at TideEcoBox.com.

P&G North America fabric care business vice-president Sundar Raman said: “For the first time, we have designed a package ‘eComm-Back,’ beginning with the unique challenges and opportunities the e-commerce environment presents.

“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.”