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Tide (Alo or Ace in some countries) is the brand-name of a popular laundry detergent manufactured by Procter Gamble and first introduced to the United States consumer in 1946. It is also marketed in Canada, Saudi Arabia, Morocco, India and several other countries. Originally in the form of a white powdered bead, the Tide detergents line was later expanded to include orange, clear, and dark-blue liquids. The brand is recognized by its distinctive orange-and-yellow bulls-eye logo. Tide was the first heavy-duty synthetic detergent, the development of which was designated an ACS National Historical Chemical Landmark. The chore of doing the laundry began to change with the introduction of washing powders in the 1880s. These new laundry products originally were simply pulverized soap. New cleaning-product marketing successes, such as the 1890s introduction of the N. K. Fairbank Company’s Gold Dust Washing Powder (which used a breakthrough hydrogenation process in its formulation),and Hudson’s heavily advertised product, Rinso, proved that there was a ready market for better cleaning agents. Henkel Cie’s “self-activating” (or self bleaching) cleaner, “Persil;” (introduced in 1907); the early synthetic detergent, BASF’s “FeWA” (introduced in 1932); and Procter Gamble’s 1933 totally synthetic creation, “Dreft,” (marketed for use on infant-wear) all indicated significant advances in the laundry cleaning product market. The detergent business was further revolutionized with the discovery of the alkylbenzene sulfonates, which, when combined with the use of chemical “builders”, made machine washing with hard water possible. This presented Procter and Gamble with the opportunity to create a product such as “Tide”. The original Tide laundry detergent was a synthetic designed specifically for heavy-duty, machine cleaning (an advance over the milder cleaning capabilities of “FeWA” and “Dreft”). Tide was first introduced in U.S. test markets in 1946, with nation-wide distribution accomplished in 1949. Tide claimed it was “America’s Washday Favorite.” It quickly gained dominance in the U.S. detergent market, dwarfing the sales of Procter Gamble’s other top seller, Ivory Snow; and accelerating the demise of two of its main competing products, Rinso and Gold Dust Washing Powder, both then Lever Brothers brands. These others came in the more familiar soap-powder and soap-flake forms. Tide, however, initially came shaped as a white powdered bead. The line was expanded to include an orange-tinted clear liquid form in 1984. Today, most formulations of liquid Tide are dark blue, with the exception of “Tide Free”, which is clear.

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