Tide Partners with Electrolux, GE Appliances and Samsung to Announce the First Tide Cold Certified Washing Machines

Tide, America’s #1 trusted laundry detergent¹, announced today its partnership with Electrolux, GE Appliances and Samsung to help drive eco-behavior change in the laundry room at the most impactful moment – the washing machine. This partnership enabled these manufacturers’ machines to become Tide Cold Certified, which means they have a feature on them that Tide scientists have tested to deliver a better clean in cold with Tide. Washing with cold water reduces energy use, saves people money and extends the life of clothing, but despite this, 43% of laundry loads in North America are still being washed in hot or warm water.

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The Tide Cold Certified program was established to help people easily identify washing machines and features that are optimized for cold water washing, backed by Tide’s extensive testing and knowledge of the science of cold water washing and eco-behavior change. (Photo: Business Wire)

When people switch from hot to cold water washing, they use up to 90% less energy in the wash cycle on average and save money on their yearly energy bills. Switching one load of laundry from hot to cold water washing also saves enough electricity to power the average American home for over an hour².

Tide detergent is uniquely formulated to deliver an exceptional clean in cold water, and its partnership with Electrolux, GE Appliances and Samsung advances the organizations’ shared mission to encourage adoption of and confidence in cold water washing. The Tide Cold Certified program was established to help people easily identify washing machines and features that are optimized for cold water washing, backed by Tide’s extensive testing and knowledge of the science of cold water washing and eco-behavior change.

“This is the first time Tide has partnered with appliance manufacturers to test washing machines with features that deliver an enhanced clean on cold because people deserve a simple but effective way to do laundry more sustainably,” said Todd Cline, Senior Director, Head of Sustainability, Procter & Gamble, North America Fabric Care. “Addressing the climate change crisis takes collaboration on a large scale, and we are incredibly thankful to GE Appliances, Electrolux and Samsung for joining us in the journey to turn more loads to cold water washing, which means less energy wasted and less impact on the environment with every wash, and also benefits people’s wallets and clothing.”