According to their MSDS and their description, this appears to have either a separate thickener in it or more certainly contains more lye in it since the pH is 12.5 instead of the more typical 11.9 in Clorox Regular MSDS. There is also less bleach in the splashless, probably 3%, compared to Clorox Regular which is 6%.

The foaming should go away on its own. The product will raise the pH more than regular Clorox bleach. Lesson learned.