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

New Appliance Innovations Tested by Tide Help Drive Eco-Behavior Change in the Laundry Room, Decreasing Energy Consumption by Up to 90% and Saving People Money

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)

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.”

Experts from Tide worked together with counterparts at Electrolux, GE Appliances and Samsung to identify washing machine features that make the choice to wash in cold easy when laundry is most top-of-mind: at the washing machine. The resulting Tide Cold Certified washing machines have at least one of the three following options that enhance the machine’s ability to wash in cold:

  • Cold water feature: A physical component that strengthens the machine’s ability to wash in cold water with Tide.
  • Custom cold cycle: A new wash cycle developed to provide great wash performance when using cold water in combination with Tide.
  • Cold water wash setting: A button or other setting that defaults to most cycles to using cold water, so the consumer doesn’t have to remember to turn the setting to cold.

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.

“At Electrolux Group, we are proud to be part of the collective effort to raise awareness of the many benefits of washing in cold with Tide, such as reduced energy costs, fewer carbon emissions and increased clothing longevity, all while effectively eliminating those hard-to-remove stains,” said CEO of Electrolux Group North America Ricardo Cons. “The powerful combination of our highly efficient front load washing machines, coupled with being Tide Cold Certified, affirms we are providing innovative technology that not only delivers an exceptional consumer experience but ensures all have the opportunity to make sustainable, impactful and cost-effective choices in their home.”

“We are passionate about joining Tide on its mission to empower consumers to turn to cold water washing, as we believe that adopting this simple eco-habit can have a major impact on both the consumer and our environment,” said Peter Pepe, VP of Clothes Care for GE Appliances. “That’s why we continue to deliver leading innovation designed to optimize wash performance in cold water, so it’s easier than ever for consumers. We are proud to recognize these products as Tide Cold Certified, from our new top load washer line-up engineered to wash in cold water to dedicated cold wash cycles on our front load washers.”

“Sustainability is a key area of focus at Samsung. We are excited to partner with industry leaders like P&G to develop new technologies that can provide real benefits for our consumers,” said Moohyung Lee, EVP and Head of the Customer Experience Team for the Digital Appliances (DA) Business at Samsung Electronics. “The Tide Cold Certified feature that combines key elements of Samsung’s hardware and software technology together with Tide’s unique formulation will provide our consumers with a great cold wash experience on select Samsung washers.”

To learn more about Tide Cold Certified washing machines, visit



Consumers’ number one trusted laundry detergent brand in Reader’s Digest Trusted Brand survey 


Based on average American household electricity consumption, as reported by the U.S. Energy Information Administration 

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands. For other P&G news, visit us at

About Electrolux Group

Electrolux Group is a leading global appliance company that has shaped living for the better for more than 100 years. We reinvent taste, care and wellbeing experiences for millions of people, always striving to be at the forefront of sustainability in society through our solutions and operations. Under our group of leading appliance brands, including Electrolux, AEG and Frigidaire, we sell household products in around 120 markets every year. In 2023, Electrolux North America had sales of $4.6 billion and employed more than 10,000 people. For more information go to

About GE Appliances, a Haier company

At GE Appliances, a Haier company, we come together to make "good things, for life." We're creators, thinkers and makers who believe that anything is possible and that there’s always a better way. We’re a company powered by our people, made stronger through our diversity — allowing us to grow closer than ever before to our owners, anticipate their needs and enhance their lives. Today, our appliances are in 50 percent of all U.S. homes, and our business is committed to serving every family in the country. We manufacture and sell products under the Monogram®, Café™, GE Profile™, GE®, Haier™ and Hotpoint™ brands. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, wine & beverage centers, air conditioners, small appliances, water filtration systems and water heaters. For more information on our company, brands, and corporate citizenship, visit

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at


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