Tide Coldwater(R) Is First Detergent to Receive Green Good Housekeeping Seal

CINCINNATI, March 24, 2010 /PRNewswire-FirstCall/ -- Tide has long been known for its best in class cleaning performance, but did you know that washing your clothes in cold water using specially formulated detergent Tide Coldwater can also help save you money and reduce energy consumption? Because of its energy saving benefits and careful consideration of the environment, Tide Coldwater is the first detergent ever to be awarded the new Green Good Housekeeping Seal.  Good Housekeeping also noted that Tide stood out in terms of corporate responsibility due to the measures they are taking to become transparent in their practices.

Since 1909, the experts at the Good Housekeeping Research Institute (GHRI) have been evaluating products to determine whether or not they perform as promised so that they can earn the Good Housekeeping Seal. Good Housekeeping announced the addition of their Green Good Housekeeping Seal in late 2009.  In evaluating products that apply for the Green Good Housekeeping Seal, GHRI reviews and verifies a wide range of data related to the product's measurable environmental impact. Reduction of water use in manufacturing, energy efficiency in manufacturing and product use, ingredient and product safety, packaging reduction, and the brand's corporate social responsibility are among the factors considered.

According to the Good Housekeeping Research Institute (GHRI), Tide Coldwater did particularly well in meeting the Green Good Housekeeping Seal criteria for ingredient and product safety, water reduction and reduced waste produced during manufacturing. This is the first detergent to be recognized by GHRI for its efforts in sustainability.

"We're very pleased that in our comprehensive evaluation of a wide range of environmental criteria, Tide Coldwater met our standard for the Green Good Housekeeping Seal," said Technical Director Stacy Genovese of the Good Housekeeping Research Institute.  "We hope that the establishment of the Green Good Housekeeping Seal will encourage other companies to keep the environment in mind through all future product development – from conception to manufacturing."  

"We're thrilled that Tide has been recognized for considering the environment," said Len Sauers, VP of Sustainability at Procter & Gamble. "We strive to allow consumers do their part without losing out on the product performance they've become used to, especially when it comes to laundry."  

Tide Coldwater's specially designed formula for cold water washing helps remove the most challenging stains, even in cold water. A great deal of the energy used by washing machines comes from the energy needed to heat the water. By switching to cold water washing – and using Tide Coldwater to ensure great performance – consumers can save energy and money, while keeping the planet in mind.  

Tide Coldwater, now available in HE and Free versions is available at most retail stores nationwide. The suggested retail price is $14.49 for a 100 oz bottle of Tide Coldwater.  Actual retail price is subject to change at the individual retailer's discretion. For more information, please visit www.tidecoldwater.com.  

About Tide®

For almost 60 years, Tide has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

About Procter & Gamble

Four billion times a day, P&G (NYSE: PG) brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About the Green Good Housekeeping Seal:

The Green Good Housekeeping Seal was introduced in 2009 by Good Housekeeping magazine and the Good Housekeeping Research Institute (GHRI). It was developed to help consumers sift through the confusing clutter of "green" claims on hundreds of products on store shelves today. The Green Good Housekeeping Seal helps them make environmentally responsible choices.

SOURCE P&G