Tide announced 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.

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 hour. To be Tide Cold Certified, Tide scientists must also validate that the cold feature on the machine improves the cold wash performance with Tide compared to washing in cold without Tide.

This initiative can further advance Tide's Ambition of turning three out of four loads of laundry to cold water washing in the U.S. and Canada by 2030.