Procter & Gamble (PG) is shaking things up with its Charmin toilet paper brand. P&G Chairman, CEO, and President Jon Moeller joins Yahoo Finance Executive Editor Brian Sozzi to discuss the consumer goods brand's innovation and how consumers are responding to it.

"It's a product that wins from an overall ratings standpoint and a consumer preference standpoint," Moeller explains.

Click here to watch the full interview on the Yahoo Finance YouTube page or you can watch this full episode of Yahoo Finance Live here.

Video Transcript

BRIAN SOZZI: We have to ask you about the changes to the Charmin toilet paper. I get questions about it. People knew that I was talking to you, Jon. Is this stuff just cheaper to make? What's the use case? Why are there ridges? Why are they not squares? Help a layman understand this.

JON MOELLER: In all of our testing, that perforated-- curved perforated or scalloped perforated edge has proven to be a delight to consumers. It's a product that wins from an overall rating standpoint and a consumer preference standpoint. And so as a result, we want to make it available.

BRIAN SOZZI: How does something like that even come up? Do you sign off on that? Do they present you with-- how does it-- I don't understand. Like, how does that-- how does that come about?

JON MOELLER: We have a great team of innovators, brand builders, designers, and they're working on these kinds of things and much more far-out opportunities on a daily basis. I really enjoy the time that I get to spend with them, but they're typically educating me as opposed to the other way around.