Q: What does 1/3 concentrated mean?
A: 1/3 concentrated means that our powder detergents are now offered in a concentrated formula with outstanding performance at 1/3 less per dose. This allows the same number of loads in a detergent carton that is smaller.

Q: With the move to concentrated powder laundry detergent in cartons, have the formulations changed? How have they changed?
A: Yes, our concentrated powder laundry detergent products were completely reformulated. In fact, in the US, our new concentrated Tide Traditional Top-Loader formulas provide even better stain removal performance than before.

Q: Do the concentrated powder detergents do as many loads as before?
A: Yes. For example, the new 80 load carton that is 1/3 concentrated does the same number of loads as the previous 80 load carton of non-concentrated product. The difference is that the new P&G concentrated formula is more efficient, allowing for a smaller package that is both convenient and is a right step for the environment.

Q: Will the new, concentrated formula be more likely to damage your clothing during the wash cycle?
A: No. The new concentrated powder formulas were created to give color protection and care for your clothes and all of your washed fabrics. In the US, Tide Traditional Top-Loader formulas offer improved stain removal performance than before.

Q: Has the recommended dosing changed for the new concentrated formulations? How has it changed?
A: Yes, with the new concentrated formulas, we recommend that consumers use 1/3 less of the amount of detergent as used with our previous non-concentrated powder detergents. This lower amount is reflected in a new scoop size, as well as within the usage instructions included on the package. As a result, consumers can enjoy the same number of loads per carton.

Q: Has the scoop changed?
A: With the decrease in dose size and volume, our scoop sizes have decreased by 1/3 to reflect the new product dosing recommendations. Also, the scoops are now BLUE and no longer green.

Q: Does the concentration of powder laundry detergents truly provide a benefit for the environment?
A: The new concentrated powder detergents are better for the environment than non-concentrated powder detergents. The concentrated formulas allow for the reduction in packaging by using smaller cartons. Concentrated powders also help to decrease energy consumption, water use, and greenhouse gas emissions during manufacturing, and reduces fuel consumption used in transportation.

Q: Has the package changed? If so, please list specific changes.
A: Yes. The boxes are 1/3 smaller and say “Concentrated use 1/3 less.” The scoop is also 1/3 smaller and the new scoop lines are labeled 1, 2, 3. For example, the new 80 load carton that is 1/3 concentrated contains the same number of loads as the previous 80 load carton of non-concentrated product. Concentrated means that the product gives at least as good performance as the non-concentrated in a smaller dose.

Note: For 15 load carton, there will not be a scoop, because it is too small to put the scoop inside. Consumers will be directed to call the brand specific 1-800 number to get a scoop if they need one.

Q: Is this a new Scent?
A: Scent variants have not changed across the different brands.

Q: Is this a reformulation?
A: Concentrated powder laundry detergent products were completely reformulated. Across all the powder brands and variants, the formula was designed to be more efficient by taking out bulky material, such as builders, and adding more dense cleaning ingredients to get the same cleaning in a one-third smaller dose. The new concentrated Tide Traditional Top-Loader formulas provide even better stain removal performance than before. The addition of new cotton cleaning enzyme and finishing polymer helps provide the better stain removal performance. The new concentrated powder is just as safe for the consumer and her clothes as the non-concentrated powder.