LOS ANGELES — Tide is making an attempt to rekindle its fortunes in the face of a wave of anti-detergents.
The company announced Wednesday that it will launch a new line of baby washing detergents in the U.S. and Canada that are much less harsh and require fewer chemicals.
Tides Tide and Baby Wash detergent will be made in China.
The new line is being marketed in Canada, Mexico, the United Kingdom and the United States.
The products will be available in Walmart stores beginning next month.
Tide, based in Irvine, Calif., said the new products are intended to appeal to parents who have switched to detergent-free baby products.
They are also a step toward making Tide detergent more appealing to consumers in a new, more competitive market for detergants, said Marc S. Wurzer, chief marketing officer for Tide.
Tides will continue to make products in China and in the United Arab Emirates and the UK, where it makes Tide Plus.
Tidewash detergent became a $5.2 billion brand in 2013 and now accounts for about $1 billion in annual sales, according to The Wall Street Journal.
Tidal is currently the No. 1 detergent in the world, and the top seller in the US, with about $9 billion in sales last year.
The company, which has been selling detergens for decades, is now focused on making detergent products that are more affordable and more environmentally friendly.