Tide Eco-Box 'Wine' Controversy Is Only The Newest In Company's Packaging

Tide, the detergent brand from Procter & Gamble, recently debuted its new “eco-box” containing liquid soap for online consumers, which many on social media pointed out looked like boxed wine.

The packaging in question was a cardboard box that included a twist-to-open spout. The box stood on a pull-out stand and a measuring cup was also included with the box.

As part of its eco-friendly initiative, the company’s latest design is made of 60 percent less plastic and 30 percent less water. Since the eco-box does not require extra layers of cardboard boxing or bubble wrap, it makes for hassle-free shipping compared to a standard bottle of detergent. It occupies less space in shipping and consequently costs less as well.

“At Tide, we aim to make packaging that is both attractive and functional, but we know that you buy Tide for the outstanding cleaning power inside the package. We also know that eco-friendly packaging contributes to the sustainability profile of our products, so we are actively working to produce recyclable packaging with a low environmental impact,” Tide’s website read about its eco-friendly initiative.

Following the debut of the Tide eco-box, Twitter was filled up with memes comparing the latest packaging with that of box wines like Franzia:

But this is not the first time Tide has faced problems of “accidentally making detergent look edible.” Only months ago, the company found itself embroiled in controversy when one of its products – multicolored detergent packets – gave rise to the infamous “Tide Pod Challenge” on social media – a dangerous trend involving teenagers attempting to bite into and/or swallow Tide pods which resembled Halloween candies.

Since those who have accidentally swallowed detergent in the past showed symptoms like excessive vomiting, wheezing and gasping, sleepiness, breathing issues, as well as corneal abrasions if it ends up entering their eyes, the Tide pods came to be referred to as the “forbidden fruit,” which only served to increase people’s curiosity in them and the desire to try out the challenge themselves.

“They don’t always have the comprehension at 13, 14, or 15 years old of lifelong consequences,” said Dr. Karen Jenkins, medical director of the Piedmont Medical Center emergency department. “It’s toxic soap chemicals that these teenage children are putting into their mouths. These are people who are going out and actively going to look for them to ingest them. I cannot believe that people are doing this.”

Tide issued a statement following news of the highly dangerous challenge sweeping the internet: “Our laundry packs are a highly concentrated detergent meant to clean clothes … They should not be played with, whatever the circumstance is, even if meant as a joke.”

As craze behind the Tide Pod Challenge showed no signs of slowing down despite repeated warnings from medical experts, state lawmakers intervened back in February, urging the company to package their products in a way that cannot be mistaken for food.

A letter was sent to Procter & Gamble in which lawmakers requested for a change in the Tide pods’ packaging in order to make it less appealing to kids, enclose the product in bite-resistant wrappers and include clearer warning against the consumption of the product.

Democratic lawmakers from New York, Rep. Aravella Simotas and Sen. Brad Hoylman, also called for the approval of legislation that would mandate stricter packaging standards for detergents in the state, including the requirement that the products are "not easily permeated by a child's bite."

"Toxic substances like these laundry pods should not be packaged to look like candy or toys which lure children to put them in their mouths," Simotas said, New York Daily News reported.