Sanicat has unveiled a new look and rebrand in a bid to provide customers with “clearer and greener” choices when shopping for petcare products.
The rebrand brings the group’s three core cat litter products, Sanicat Classic, Sanicat Clumping and Sanicat Plant-Based, under the same visual identity for the first time.
The new packaging uses FSC certified paper across the entire range, and has reportedly eliminated two million plastic bags from the brand’s production process already.
All Sanicat cat litter is supplied from sustainable sources and with a raw mineral guarantee, and its new biodegradable, plant-based cat litter, made from recycled corn cob kernels, is said to “tap into increasing consumer demand for greener pet care products”.
Katie McCallan, Sanicat’s head of Strategic Business Unit, UK and IRE, said: “There are more pet owners than ever before, and these young adults are driving significant change in the category.
“Increasingly consumers are opting for brands that make them ‘feel good and do good’ so it’s important we are delivering a quality, trustworthy product that also helps reflect their values and beliefs.”
She added: “More than this, with so many of these consumers first-time pet owners, we need to help retailers educate them on finding the right solution for them and their pet; whether looking for practical clumping or eco-friendly formats. This brand refresh will clearly signpost the options, as well as offering increased visibility and standout on shelf.
“Our cat litter is for cats, but it is the owners’ purchase, so what our customers want is always reflected in our new product development and innovation. Controlling odour has always been a key issue but the rise of cat owners over the last year who live in small properties or have open plan living and kitchen areas means our oxygen odour control is even more important.”