Placeholder. P&G's plastic-free, concentrated solid laundry detergent rolled out nationally and sold so far beyond expectations that P&G's own CEO had to publicly announce additional manufacturing capacity mid-rollout — despite costing 50% more than liquid detergent.
What we've found so far: Tide Evo launched nationally in early 2025; P&G claims 5x better cleaning versus average liquid competitors despite the premium price; demand exceeded forecasts enough to trigger a public capacity announcement.
Open research: Get actual sales/volume figures if P&G will share them; interview a P&G supply-chain executive on what specifically went wrong in initial demand forecasting.