Get Carried Away...Innovative New Cat Litter Changing Litter for Good

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Sep 06, 2011, 11:10 ET

CHICAGO, Sept. 6, 2011 /PRNewswire/ -- Cat's Pride® Fresh & Light™ is Changing Litter for Good™ by offering a revolutionary, new premium clumping litter that is good for both cats and their owners. Fresh & Light features a premium clumping, low-dust formula that reduces tracking and absorbs odor-causing enzymes on contact, stopping odor before it starts, which keeps litter boxes fresher, longer. And the big meow? The new litter blend is up to 25 percent lighter weight than other scoopable cat litters while offering the same amount of uses(1).

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"Similar to how water was removed from liquid laundry detergent to make it concentrated, we are removing weight from our new litter without changing the number of uses while maximizing its performance. For the first time, consumers are able to obtain the same superior product performance, without all the heavy lifting. We are bringing consumers the best of both worlds so there are no tradeoffs," said Dan Jaffee, president and CEO of Oil-Dri, maker of Cat's Pride.

Why Should Cat Owners Do All the Heavy Lifting?

Cat's Pride Fresh & Light was designed to take the weight out of cat litter but keep the same number of litter pan uses(1). This breakthrough was accomplished by blending calcium bentonite and sodium bentonite to produce a patented formula. Calcium bentonite's porous nature makes it significantly lighter in density than sodium bentonite and allows it to absorb and lock in odors. Complementing the calcium bentonite is sodium bentonite, a natural swelling clay which provides strong clumping. Blending the two clays results in a revolutionary product that's both lightweight and works great. Cat owners will enjoy the same volume and number of litter pan uses as a heavier litter, so there is no compromise.

In a 10-day in-home trial by over 1,300 consumers, Cat's Pride Fresh & Light's performance and light weight won over cats and their owners with 82 percent of testers saying they would "definitely" or "probably" buy the new product. More than eight out of 10 tested were satisfied with the performance of the new product in terms of clumping, dust or tracking, and were able to see first-hand that with new Cat's Pride Fresh & Light they would not need to sacrifice performance for lighter weight. In fact, nearly seven out of 10 tested preferred Cat's Pride Fresh & Light over the scoopable litter they use most often.(2)

Providing further purchase incentive, the new Fresh & Light product gives a friendly nod to environmental sustainability with its innovative light weight design allowing more packages of litter to fit on a full truckload, requiring fewer trucks to ship the same amount of cat litter to distribution centers. By putting more units on every truckload, over 5,300 less trucks will be on the road over the course of a year, saving nearly 1.6 million gallons of fuel annually(3).

Hitting shelves now, new Cat's Pride Fresh & Light is available in two distinct formulas, Multi-Cat and Fragrance-Free. Both varieties can now be found in the pet care section of Walmart stores nationwide and will be coming soon to other retailers across the country.

About Oil-Dri

Oil-Dri Corporation of America is a leading supplier of specialty sorbent products for agricultural, horticultural, fluids purification, specialty markets, industrial and automotive, and is the world's largest manufacturer of cat litter. "Cat's Pride" is a registered trademark of Oil-Dri Corporation of America. "Fresh & Light" and "Changing Litter for Good" are trademarks of Oil-Dri Corporation of America.

(1) Based on recommended litter-changing habits. Actual number of uses may vary based on individual litter changing habits.

(2)Based on SMI Alcott In-Home Use Test, November 2010. Results on file and available upon request.

(3)Assuming approximately 24% of current scoopable litter annual sales converts to lighter weight litter, standard full truckloads by weight, and average semi-truck fuel tank capacity of 300 gallons.

Contact:
Gabrielle Brewer, Weber Shandwick
312.988.2330
[email protected]

SOURCE Oil-Dri Corporation of America