Tide® Launches New Eco-friendly Detergent, Tide purclean™

First USDA Certified Biobased Detergent with the Trusted Cleaning
Power of Tide

CINCINNATI–(BUSINESS WIRE)–For more than a decade, Tide® has been committed to developing
detergents that provide environmental benefits like energy and water
savings without compromising on the clean consumers demand. Today,
hitting shelves across the country is the latest innovation in Tide’s
ongoing commitment to sustainability: Tide purclean™, the first biobased
detergent with the cleaning power of Tide.

With a 65 percent biobased formula (showcased on-product with the USDA
Certified Biobased label) Tide purclean delivers the same cleaning
power, stain removal and color care found in Tide Original Liquid
Laundry Detergent, with a light Honey Lavender fragrance for a subtle,
clean scent.

With every step in the product lifecycle, from sourcing to manufacturing
to use and disposal, Tide is committed to making a difference. The
detergent is produced at a zero manufacturing waste to landfill facility
using 100% renewable wind power electricity and the bottle is also 100%
recyclable. It is formulated to perform in cold water conditions to help
save energy (but can be used in any water temperature). Tide purclean is
also compatible with both HE (high efficiency) and non-HE washing

“We know we cannot positively impact the planet with a laundry detergent
if people will not use it,” said Sundar Raman, Vice President, North
America Fabric Care. “Many people have yet to embrace laundry detergents
with biobased ingredients because they feel there is a trade-off when it
comes to cleaning performance, so we designed our biobased formula to
provide more of the environmental benefits people increasingly seek,
without compromising the trusted cleaning power of Tide. This is our
first step with biobased ingredients and while we know we have much to
learn, we hope Tide purclean will set a new standard for eco-friendly

“Biobased products pump $369 billion into the U.S. economy each year and
support 4 million jobs, directly and indirectly, in rural and small
towns across the United States. At the same time, biobased products help
us reduce our consumption of petroleum by focusing instead on renewable
resources,” said Agriculture Secretary Tom Vilsack. “I applaud Procter &
Gamble for integrating renewable materials into Tide detergent, a
classic, everyday American product that now carries the USDA
Certified Biobased
 label. American families want to invest their
hard-earned dollars in products that are good for them, the environment
and our economy, and that’s why USDA’s BioPreferred program has
continued to grow by leaps and bounds, with a catalog of more than 2,500
biobased products today.”

Tide purclean is available in 50 and 75 oz. sizes at mass and grocery
retailers as well as a 100 oz size in limited club store distribution
with suggested pricing from $11.99-$19.99. All retail pricing decisions
are at the sole discretion of the retailer.

For more information about Tide purclean as well as Tide’s commitment to
sustainability please visit: http://tide.com/purclean

About Procter & Gamble

P&G serves consumers around the world with 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®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit http://www.pg.com for
the latest news and information about P&G and its brands. See more at: http://news.pg.com/press-release/procter-gamble-make-iconic-brands-including-tide-and-dawn-wind-power#sthash.TDudfS06.dpuf

About USDA BioPreferred and Certified Biobased Product label

The BioPreferred Program is a USDA-led initiative that assists the
development and expansion of markets for biobased products. BioPreferred
is transforming the marketplace for biobased products through two
initiatives: mandatory purchasing requirements for Federal Agencies and
Federal contractors and voluntary product certification and labeling.

Biobased products span a diverse range of applications, such as
lubricants, cleaning products, chemicals and bioplastics. The USDA
Certified Biobased Product label communicates a product’s biobased
content. Usually expressed as a percentage, biobased content is the
ratio of non-fossil organic carbon (new carbon) to total organic carbon
in a product. New carbon is derived from recently-created materials. The
total organic carbon in a product consists of new carbon and old organic
carbon that originates from fossil carbon materials, such as petroleum,
coal, or natural gas. Approximately 2,500 products have earned the USDA
Certified Biobased Product label as of May 2016. To learn more about the
USDA Certified Biobased Product label please visit www.biopreferred.gov,
and follow on Twitter at http://twitter.com/BioPreferred.


Marina Maher Communications
Ronna Waldman, 212-485-6907