P&G Launches New Tide Pods Packaging to Cloak Colorful Orbs from Kids


Clearing a stubborm obstacle to the phenomenal growth of its new Tide Pods franchise—and presumably saving some curious children from severe sickness—Procter & Gamble has clothed the laundry-detergent pouches in new bulk packaging.

Tide Pods now come in a round plastic bin that features opaque orange where before there was a transparent surface through which consumers could see the individually packaged pods; they also come in newly opaque bags. Little kids could see the Tide Pods in the bowls, too, and to many of them the brightly colored, circular Pods looked like candy. Nearly 5,000 American little kids were exposed to single-load laundry-detergent packets like Tide Pods in the first half of this year, down from more than 6,200 last year, according to the Wall Street Journal.[more]

Children that ingested the pods had “excessive vomiting, wheezing and gasping,” according to the American Association of Poison Control Centers, as quoted by the newspaper, and some had serious breathing problems. P&G never resisted the need to change Tide Pods packaging once the poisoning danger became apparent, but it took the company a while to design and implement the changes to the packaging.

Following the controversy, P&G partnered with the American Academy of Pediatrics on its Safe Home program, which it recently launched its second-phase

Tide already double-latched Pods bowls last year, but the company couldn’t be too careful about removing the danger from its new star product. Tide Pods became a $500 million product globally for P&G in their first fiscal year of sales, and they have given the Cincinnati-based giant command of an important new, premium-priced segment of the mature laundry-detergent business.