MRO Magazine

Cat’s Pride Launches Fresh & Light Ultimate Care – Performance Based Litter That is “Light Done Right”


March 3, 2015
By Business Wire News

CHICAGO

Cat’s Pride® announces the national launch of Fresh & Light® Ultimate Care™ litter, a revolutionary new, ultra-lightweight formula that boasts benefits that are good for both cats and their owners. Weighing up to 50 percent less than other traditional scoopable clay cat litters, Fresh & Light Ultimate Care’s premium clumping, virtually dust free formula offers the same amount of uses as other leading brands without any sacrifice in performance1.

“As the inventor of lightweight litter, we are proud to offer the best lightweight litter ever. Cat’s Pride Fresh & Light Ultimate Care offers superior performance in odor control, dust and clumping,” said Paul Ziemnisky, VP & General Manager, Consumer Packaged Goods at Oil-Dri, maker of Cat’s Pride. “Unlike other litters that use non-performing fillers to lighten their litters, our formula is designed to have all ingredients deliver pure performance. This is accomplished by a breakthrough patent pending formula that uses a highly porous, light-density clay that not only makes the strong-clumping litter lightweight, but also quick to absorb, trap and eliminate odors, which is extremely important to our consumers.”

“Our products are trusted to purify cooking oils, clarify jet fuel, and absorb moisture on professional baseball fields to keep them dry and playable. We leveraged 75 years of expertise in sorbent minerals to create the Fresh & Light Ultimate Care formula.”

To promote the launch of Fresh & Light Ultimate Care, Cat’s Pride has created “catmercials,” the first commercials for cats by cats. The one minute videos showcase the premium benefits of the litter, including: long-lasting 10 day odor control2 which absorbs odor-causing enzymes on contact, a patent pending clumping technology which forms super hard clumps – making it easy for cat owners to scoop, and a 99.9 percent dust-free formula, providing easier breathing for sensitive cats and owners. The uncompromising performance of Cat’s Pride Fresh & Light Ultimate Care is cat-endorsed and demonstrates how the new formulated litter truly is “light done right.”

Fresh & Light Ultimate Care litter comes in a convenient 12 pound jug, and is offered in both scented and unscented hypoallergenic formulas designed for multiple cats.

Cat’s Pride Fresh & Light Ultimate Care is available at select retailers nationwide, to find your nearest location visit: www.catspride.com.

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 a leading manufacturer of cat litter. “Cat’s Pride” and “Fresh & Light” are registered trademarks of Oil-Dri Corporation of America. “Fresh & Light Ultimate Care” and “Light Done Right” are trademarks of Oil-Dri Corporation of America.

1Based on tests of equal volumes of leading traditional sodium bentonite-based cat litters. Densities of litters tested varied and yielded a range of results.
2When used as directed, based on testing.

Allison+Partners
Caitlin Coffee, 312.635.8204
Caitlin@allisonpr.com