P&G's Tide Coldwater to get even more earth-friendly

Procter & Gamble's Tide Coldwater will become even more earth friendly as it swaps out the source of ethanol already in the laundry detergent.

Ethanol is a key ingredient in the Tide, which enhances washing and stabilizes the detergent formula. Instead of using corn-based ethanol, the brand will switch to cellulosic ethanol – derived from agricultural waste.

P&G says Tide Coldwater will be the first brand in the world to blend cellulosic ethanol in a scalable and commercial way. The Cincinnati-based consumer products giant will get the new ethanol from chemical giant DuPont and its new biorefinery, currently under construction in Nevada, Iowa, the two companies announced Monday.

P&G says 70 percent of its consumers want products that are more earth-friendly, but aren't willing to compromise on performance. The new Tide Coldwater will re-purpose over 7,000 tons of agricultural waste a year – the equivalent to the power needed to do all the washing in homes across California for over a month.

"As one of the world's largest laundry manufacturers, we have a responsibility to lead renewable sourcing in products. We do this by ensuring consumers still get the great Tide laundry performance they want, while further reducing the impact on the environment," said Gianni Ciserani, P&G's group president of global fabric and home care.