Procter & Gamble is rolling out a detergent tile called Tide evo, marking another high-stakes gamble for the company that already dominates the laundry detergent market with 60% share. The new product—a film-like sheet that dissolves in water—faces skepticism from internal teams, who question its differentiation from the already successful Tide Pods. Despite this, the $2 billion R&D budget underscores the company’s determination to innovate.

The push follows years of effort to shift consumers from liquid and powder detergents to pods, a transition that required overcoming resistance to change. Now, P&G’s scientists and marketers are betting that Tide evo’s compact, pre-measured design will appeal to eco-conscious shoppers and reduce packaging waste. But critics argue the move risks alienating loyalists who distrust further product overhauls.

This strategic shift highlights the tension between market leadership and innovation pressure. With $2 billion annually dedicated to R&D, P&G aims to future-proof its laundry division, but success hinges on whether consumers will embrace another radical departure from tradition.