CAT- AND PEOPLE-FRIENDLY
Phydeaux, which has stores in North Carolina,
has begun carrying Boxiecat, World’s Best Cat
Litter Zero Mess and s Wheat Scoop Premium
this year because they are all using improved
clumping technologies, said Rebecca Muñoz,
head of public relations.
Toni Shelaske, owner of Healthy Pet
Products, which has stores in the Pittsburgh
area, started carrying Dr. Elsey’s Cat Attract,
which is infused with an herbal attractant and
can be added to any cat litter.
“Many consumers are reluctant to change
litters but still need something to attract their
cats back to the litterbox,” Shelaske said. “This
product solves that problem perfectly.”
American Wood Fibers in Columbia, Md., is
introducing Nature Scents, a litter developed for
the cat’s sensitive nose that will be low odor and
uses ammonia-neutralizing woods with a blend
of a very slight fragrance.
“The scents are very mild, but a cat’s nose
is very sensitive, and we wanted to avoid the
strong chemical perfumes that most natural or
clay litters use,” said Ed Owens, vice president
of engineering and new product development.
“We compact the wood to reduce tracking, and
then we crumble it to be softer and to absorb
quicker. It is nonclumping, so the box is easy to
To meet consumer demand for lightweight
products, Oil-Dri Corp. of America is launching
Cat’s Pride Lightweight with Baking Soda in both
scented and fragrance-free formulas, said Leah
Craft, CRM specialist/marketing coordinator for
the Chicago-based company.
With a new packaging format of its Cats
Incredible Litter, Lucy Pet Products in Westlake
Village, Calif., is also accommodating consumers
who don’t want to lift extremely heavy
“We recently added a traditional jug package
to our lineup,” said Rick Rockhill, executive vice
president. “These 20-pound jugs offer great
value to the consumer and are also easy for
retailers to merchandise in line.”
With the goal of keeping cats in their homes
for as long as possible and of reuniting lost cats
with their owners, Dr. Elsey’s Cat Products is
launching the Orange Cat Collar Campaign.
“We want wayward indoor cats to get home
safely, which is why we’re putting an orange
breakaway collar in every 40-pound bag of Dr.
Elsey’s Ultra cat litter, while supplies last,” said
Gina Zaro, marketing director of the Englewood,
Colo.-based company. “If you see a cat sporting
Because of its bulky nature and weight, cat litter can be difficult to merchandise.
Rebecca Muñoz, head of public relations at Phydeaux, which has stores in North
Carolina, said that manufacturers are trying to help by creating more interesting
packaging and display aids.
“We try to highlight the eye-catching structural and printed features, along with
shelf talkers and any coupons or deals, of varied packaging within the litter section by
displaying them cleanly and clearly so each brand can shine,” Muñoz said.
At Healthy Pet Products, which has stores in the Pittsburgh area, owner Toni
Shelaske places large bags on bottom shelves but smaller bags at eye level along with
scoopers and litterboxes.
“This is a needed product that customers will find no matter where it is,” Shelaske
Still, bright colors and images on product packaging can attract consumers’
attention and boost sales.
“At Dr. Elsey’s, we use color associations and lifestyle-oriented cat imagery to make
our product approachable and convey their unique value propositions,” said Gina Zaro,
marketing director for the Englewood, Colo.-based company.
Rick Rockhill, executive vice president of Lucy Pet Products in Westlake Village, Calif.,
said that cat litter is often the forgotten purchase, as many people tend to pick this item
up at the grocery store. He recommends merchandising cat litter in line with cat food to
help capture litter purchases in pet supply stores.
At The Natural Pet Enrichment Center in North Royalton, Ohio, litter is displayed on
the front wall of the store close to the door.
“We ask our customers what litter they are using and offer small free bags if they
are unsure,” said owner Christine McCoy. “We carry out litter for all of our customers to
Employees will also open a large bag and transfer litter into a smaller container to
help reduce the weight customers will have to lift, she added.
What are some effective ways to educate staff about
cat litter, and why is education important?
“At Phydeaux, product literacy is vital to what we do. We
have detailed and ongoing training on individual prod-
ucts and concepts for all of our staff so we can answer
customer questions as effectively as possible. Many of the
employees at Phydeaux have cats and use the cat litter
products we carry, which gives a level of personal experi-
ence that promotional literature cannot offer.”—REBECCA
MUÑOZ, head of public relations at Phydeaux, which has
stores in North Carolina
“We educate our employees on the benefits of all of the
products we carry. We test at our own homes all of the
litters we carry so we can share our results with them.
Each of us has different concerns, but we can explain what
we like and may not like about products.”—CHRISTINE
MCCOY, owner of The Natural Pet Enrichment Center in
North Royalton, Ohio
“It is extremely important for retailers to understand their
customers and their demographic. If retailers understand
the products they sell, they will be able to answer ques-
tions and direct customers to content on the manufactur-
ers’ website to further the customer’s education process
about the product and its benefits.”—GINA ZARO, market-
ing director for Dr. Elsey’s Cat Products in Englewood, Colo.
TABCAT’S cat tracker is designed
so owners can easily find and
protect their cats. It can help them
track their cats up to a range of 400
ft. and within 1 in. of their location.
At only 6g, it fits comfortably on a
cat’s collar. Activate the handset
and it sounds a series of beeps, with
color-coded lights to show owners
when they’re getting close—red for
far away, amber for closer and green
for really close. Owners simply
follow these visual and audio cues
to find their cat. tabcat.com
VET WORTHY’S Milk
Replacer is a nutritional
supplement enriched with
colostrum. It is recommended for kittens and
puppies as well as pregnant, lactating, elderly or
recovering cats and dogs.
The products are veteri-
narian recommended, vet-
erinarian formulated and
made in the USA. The
balanced formulation is a solution for nutritional sup-
port needs. The powder is easily dissolved with warm
water and can be administered with a syringe or
dropper. It is available for dogs and cats in a container
with 12 oz. of powder. vetworthy.com
KITTY BOX RAMP’S product of the
same name allows arthritic, senior
and disabled cats to get in and out
of the litterbox comfortably with
no mess. The green, 100 percent
recyclable cat box ramp is veterinarian
approved and made in the USA. It is
available in blue, lavender and gray.
Replaceable tread packs are available. kittyboxramp.com
CRITTER TECHNOLOGY offers Litter Care, an easy to apply,
quick-drying, nonstick litterbox treatment that makes cat litterbox
cleaning easier. The super nonstick properties of Litter Care keep
waste from drying and sticking to the bottom of the litterbox or pet
enclosure. This ensures that all of the waste is absorbed by the litter/
absorbent material. The soiled litter/absorbent can be easily scooped
or removed without residual mess that would require scrubbing and
scraping. Owners simply re-apply the product after each cleaning for
continued performance. Drying occurs within five minutes, and the
animal-safe coating is not noticeable to pets. littercare.com
cats. The products
are developed and
designed in Austria
and manufactured in
Sweden. The products are designed to address the need for flexible cat
furniture that matches a cat’s needs with modern interior design. The
stable, climbable, soft objects give cats the chance to stay active, release
pent-up energy and expand their territory. They also provide perches and
cozy hiding niches. The system gives Miut customers the flexibility to
adapt, change, and mix the designs and colors. Modules are mounted with
binding screws to form climbing elements. They can easily be assembled
and disassembled and can either be mounted to the wall or kept on the
floor for use. miut.com CON TINUED ON PAGE 78