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Procter & Gamble launches direct-to-consumer subscription business | Business Insider

Procter & Gamble Co. (P&G) recently launched an online, direct-to-consumer, subscription business for its Tide Pods, according to The Wall Street Journal (WSJ).

The consumer packaged goods (CPG) giant has branded the service Tide Wash Club, and offers free shipping of Tide Pods (its highest-priced laundry detergent) at regular intervals. The Tide Wash Club is currently only available in Atlanta.

P&G is moving away from its traditional method of selling through local and big-box retailers, such as Walmart or Target. Consumers who use Tide Wash Club will no longer have to go to a physical store or separate online retailer to refill on laundry detergent. Tide Wash Club costs either $15.99 or $20.99 depending on the size of the order.

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Procter & Gamble launches direct-to-consumer subscription business – Business Insider.

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