The eco-friendly litter is made from recycled paper and has proved popular with retailer — because it is popular with owners!
In a competitive market, Breeder Celect has been crowned the Cat Litter of the Year in the 2024 Retailer Recommended Awards. The eco-friendly litter is made from recycled paper and has proved popular with retailers — because it is popular with owners! Here, we check out what makes Breeder Celect stand out…
Why owners love it
With an increasing awareness of protecting the environment, many cat owners have moved away from traditional litters which end up in landfill, to more eco-friendly products that use sustainable materials for felines to toilet on. Breeder Celect uses recycled paper which is a huge hit with owners but most importantly, it also does its job brilliantly:
● Low Dust
● Highly Absorbent
● Natural Odour Control
● Soft and Safe for all paws, including kittens
● Made from 99% upcycled paper
● Biodegradable and Compostable
● Made in the UK
The litter stands up to the test and its popularity with consumers was confirmed early this year as Breeder Celect won Best Cat Litter in the Your Cat Product Awards 2024. To underline its credentials, the litter is also trusted by the experts. Breeder Celect is the official partner of Woodgreen Pets Charity, with the litter used in their amazing Snowden Cat Centre in Huntingdon. It is also trusted by multiple Cats Protection, RSPCA and Blue Cross centres and supporting regional shelters and charities across the UK.
Why retailers love it
Cat litter is an important product for pet shop owners. Being a repeat purchase, it gives the opportunity to generate customer loyalty and footfall. But it can be tough too. Being a bulky item, it can take a lot of shelf space, need quite a bit of handling, and not generate the best return. Breeder Celect delivers a different experience:
● It sells well — it’s the number one paper cat litter in UK.
● Range of bag sizes — with 10L to drive trials and for light users, with 20L and 30L for heavy users wanting better value for money.
● Lightweight — don’t have to struggle with heavy clay or wood litters.
● A premium yet affordable product, driving margin into a category that has historically been cheap, commoditised litters (moving heavy bags for very little return).
Brand development
Steve Adams, Managing Director of FibreCycle which produces Breeder Celect, commented on the win: “It means a lot to the whole FibreCycle team to be voted for this award by the UK pet retailers. We make great products that do good for the planet, pets love, shoppers want to buy, and our retail partners want to sell — that way everyone wins.”
The brand has recently added two new premium products to cater for essential needs in the litter category, odour control and litter training:
Breeder Celect PLUS Probiotic — the same beloved 99% recycled paper litter with a natural probiotic twist for some extra freshness.
Breeder Celect PLUS Kitten — the same beloved 99% recycled paper litter with a natural litter tray attractant that only kittens can smell to help with litter training, as well as odour eating probiotics.
To find out more, visit www.breedercelectcats.co.uk or for trade enquiries, email [email protected] or call 01724 282182.