Dr. Elsey's
Dr. Elsey's is a privately held, veterinarian-founded pet products company that sells cat litter and high-protein cleanprotein™ cat food directly to North American cat owners via its e-commerce site and pet specialty retailers.
- Company typePrivate
- Founded1987
- HeadquartersCheyenne, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Dr. Elsey's does
Dr. Elsey's, legally Precious Cat, Inc., is a privately held, founder-owned pet products company founded in 1987 by feline veterinarian Dr. Bruce Elsey and co-founded by Kathy Elsey. The company is headquartered in Cheyenne, Wyoming (6210 Clear Creek Parkway) with offices and a production facility on the Wyoming/Colorado border. Dr. Elsey's designs, formulates, and sells a portfolio of cat litter and cat food products intended primarily for cat owners in North America; its litter line encompasses roughly 14 SKUs spanning clumping clay (Ultra, Ultra+, Classic, Clean Tracks, Paw Sensitive), specialty health-segmented variants (Cat Attract, Kitten Attract, Senior, R&R Respiratory Relief), alternative materials (Pine, Crystal Attract, Clean Air), and additives (Ultra Litter Attractant, Urine Removal Program). Its newer cleanprotein™ cat food line covers dry kibble, wet pate, wet pouches, and freeze-dried treats built around animal-based protein levels inspired by feline natural prey.
All products are veterinarian-formulated, and the company has discontinued scented litter in favor of fragrance-free formulations positioned around feline health. Revenue is generated via unit pricing ($14.99–$36.99 per SKU) sold through direct e-commerce at drelseys.com and through pet specialty and general retail partners supported by a store locator. Marketing is content-led (blog, video interviews with Dr. Bruce Elsey, multi-platform organic social, newsletter) and is reinforced by the company's philanthropic Save 3 Give 3 program, which has donated over $17 million since 2009 to the Multiple Myeloma Research Foundation via the Dr. Elsey's Fund to Cure Cancer.
The company operates with 101–250 employees, no external institutional funding, and competes in a global cat litter market projected to grow from $6.6 billion in 2026 to $12.9 billion by 2036 (6.9% CAGR), against Nestlé Purina, The Clorox Company, and Mars Petcare. Distribution is North America-only per disclosed data, and the production footprint is co-located with the Wyoming headquarters. No revenue, AI capabilities, APIs, M&A activity, or external investors are disclosed in the available data.
Dr. Elsey's firmographics
Firmographics- Name
- Dr. Elsey's
- Legal name
- Precious Cat, Inc.
- Website
- https://drelseys.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Dr. Elsey's is a privately held, veterinarian-founded pet products company that sells cat litter and high-protein cleanprotein™ cat food directly to North American cat owners via its e-commerce site and pet specialty retailers.
- Ownership category
- akta.pro rank
Dr. Elsey's industry classification
Industry- Product category
- Pet Care Products
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Dry Kibble (Dog & Cat) (CRADAFAA)
- akta.pro secondary industries
- Dry Pet Food (Kibble) (AFADAFAA), Pet Treats & Chews (AFADAFAF)
Keywords
Where Dr. Elsey's is headquartered
LocationHeadquarters
- HQ city
- Cheyenne
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Dr. Elsey's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Others
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ultra Litter - clumping clay cat litter |
| Unit Pricing | Pay-as-you-go | Cat Attract® Litter - clumping clay litter |
| Unit Pricing | Pay-as-you-go | Ultra+ Litter - clumping clay cat litter |
| Unit Pricing | Pay-as-you-go | Clean Tracks® Litter - clumping clay cat litter |
| Unit Pricing | Pay-as-you-go | Kitten Attract® Litter - clumping clay cat litter |
| Unit Pricing | Pay-as-you-go | Classic Litter - clumping clay cat litter |
| Unit Pricing | Pay-as-you-go | Paw Sensitive™ Litter - clumping clay cat litter |
| Unit Pricing | Pay-as-you-go | R&R® Respiratory Relief Litter - silica cat litter |
| Unit Pricing | Pay-as-you-go | Ultra Litter Attractant™ |
| Unit Pricing | Pay-as-you-go | Urine Removal Program |
| Unit Pricing | Pay-as-you-go | Pine Litter - biodegradable pine clumping cat litter |
| Unit Pricing | Pay-as-you-go | Crystal Attract® Litter |
| Unit Pricing | Pay-as-you-go | Clean Air™ Litter |
| Unit Pricing | Pay-as-you-go | Senior Litter |
Distribution channels3 records
Marketing channels5 records
Dr. Elsey's product offering
Product offeringCore offering
Dr. Elsey's (legally Precious Cat, Inc.) manufactures and sells veterinarian-formulated cat litter and cat food products. The litter portfolio includes 14 products spanning clumping clay litters, specialty formulations for kittens/seniors/respiratory relief, and alternative materials (pine, silica crystal). The food portfolio centers on the cleanprotein™ line of high-protein kibble, wet food (pâté and pouches), and freeze-dried treats designed around cats' natural prey protein levels.
Product overview
Dr. Elsey's is a veterinarian-owned pet products company offering two primary product categories: cat litter and cat food. The litter portfolio includes 14 distinct products spanning clay-based clumping litters (Ultra, Ultra+, Classic, Clean Tracks), specialty formulations (Cat Attract, Kitten Attract, Paw Sensitive, Senior, R&R Respiratory Relief), alternative materials (Pine, Crystal Attract, Clean Air), and add-on products (Ultra Litter Attractant, Urine Removal Program). The food portfolio centers on the cleanprotein™ line, featuring high-protein dry kibble, wet food (pate and pouches), and freeze-dried treats, all formulated with animal-based protein levels inspired by cats' natural prey. The company is committed to unscented, veterinarian-formulated products that support feline health and keep cats in loving homes.
Differentiator
Problem solved
Functional benefit
Brands
- cleanprotein: High-protein cat food product line including kibble, paté, pouches, and treats inspired by protein levels found in natural prey
Products and services
- Ultra Litter Natural clumping clay cat litter free of perfumes, deodorants and fragrances, offering superior odor control. Available in 18 lb and 40 lb bags.
- Cat Attract® Litter Clumping clay litter designed with a proprietary formula to attract cats to the litter box, helping with litter box training and usage.
- Ultra+ Litter Enhanced clumping clay cat litter with additional odor control and clumping strength compared to standard Ultra.
- Clean Tracks® Litter Clumping clay litter formulated to reduce litter tracking and keep floors cleaner around the litter box area.
- Kitten Attract® Litter Specially formulated clumping litter designed to attract kittens and encourage proper litter box habits in young cats.
- Classic Litter Traditional clumping clay cat litter offering reliable odor control and clumping performance at an affordable price point.
- Paw Sensitive™ Litter Clumping clay litter formulated with softer granules to be gentle on cats' paws while maintaining effective odor control.
- R&R® Respiratory Relief Litter Silica-based cat litter designed for cats with respiratory sensitivities, featuring dust-free formula and gentle scent-free composition.
- Ultra Litter Attractant™ Supplement additive (20 oz bag) that can be mixed with other Dr. Elsey's litters to encourage litter box usage and attract cats.
- Urine Removal Program Enzymatic cleaner product designed to effectively remove cat urine stains and odors from various household surfaces.
- Pine Litter Biodegradable pine-based clumping cat litter as an alternative to clay-based litters, available in 40 lb bags.
- Crystal Attract® Litter Silica crystal cat litter with moisture-activated scent and enhanced clumping for superior odor control.
- Clean Air™ Litter Unscented clumping litter formulated to neutralize and eliminate litter box odors without added fragrances.
- Senior Litter Specially formulated clumping litter designed for senior cats, featuring softer granules and enhanced ease of use.
- cleanprotein™ Dry Food (Kibble) High-protein cat kibble inspired by the protein levels found in natural prey, designed to help cats maintain ideal weight and body mass.
- cleanprotein™ Wet Food (Pâté) High-protein wet cat food in pâté format, part of the cleanprotein™ line featuring real chicken as the primary ingredient.
- cleanprotein™ Wet Food (Pouches) High-protein wet cat food in convenient pouch format, part of the cleanprotein™ nutritional line.
- cleanprotein™ Freeze-Dried Cat Treats Freeze-dried chicken cat treats made from single-source animal protein as part of the cleanprotein™ product line.
Quantifiable outcome
- Over $17 million donated to cancer research since 2009
Companies that use Dr. Elsey's
Customer profileSegments4 records
Ideal customer profiles1 record
Dr. Elsey's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Dr. Elsey's partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Dr. Elsey's competitors and assessment
Company assessmentEmerging players
- Open Farm: Open Farm is a premium pet nutrition brand offering ethically sourced, high-protein cat and dog food across retail and DTC. It overlaps with Dr. Elsey's cleanprotein™ line on the high-protein, ethically positioned cat food category while also competing in retail channels where Dr. Elsey's seeks expansion.
- PrettyLitter: PrettyLitter is a subscription-based silica crystal cat litter brand that targets health-monitoring and odor control benefits for cat owners. It overlaps with Dr. Elsey's Crystal Attract® and R&R Respiratory Relief silica offerings in product format and DTC subscription motion, and similarly targets premium owners willing to pay more per pound.
- Smalls: Smalls is a direct-to-consumer, fresh cat food brand targeted at premium, health-aware cat owners, similar to Dr. Elsey's cleanprotein™ positioning. Both brands emphasize high animal-protein content and veterinarian-aligned health positioning, but Smalls focuses exclusively on fresh subscription DTC food, where Dr. Elsey's extends from kibble/wet into treats via cleanprotein™.
Direct peers
- World's Best Cat Litter: World's Best Cat Litter specializes in corn-based, clumping, eco-friendly cat litter and is one of Dr. Elsey's most direct specialty-brand competitors. Both brands target premium, health-aware cat owners seeking natural or alternative litter materials and compete on similar retail shelves, making it the closest niche brand comparable.
- Ökocat (Blue Panther Ventures): Ökocat is a wood and paper-based, eco-friendly clumping cat litter brand focused on sustainable, low-tracking formulations. Comparable to Dr. Elsey's as a specialty alternative-material litter brand competing on natural and sustainable attributes, particularly against Dr. Elsey's Pine Litter and other non-clay SKUs.
Regional players
- Petco: Petco is a major U.S. specialty pet retailer that simultaneously sells Dr. Elsey's products and operates its own private-label and exclusive partner brands. It is comparable as a distribution gatekeeper and competitor in product positioning rather than as a direct litter manufacturer, with Petco controlling shelf access for brands like Dr. Elsey's.
Broad incumbents
- Arm & Hammer (Church & Dwight): Arm & Hammer's cat litter line is operated by Church & Dwight, a major household CPG incumbent with diverse brand portfolio. Its clumping clay and related litter SKUs overlap directly with Dr. Elsey's clumping products across grocery, mass, and club channels, with Arm & Hammer leveraging baking soda brand equity on odor control.
- Tidy Cats (Nestlé Purina PetCare): Tidy Cats is the flagship mass-market cat litter brand from Nestlé Purina, which also operates the broader Purina pet nutrition portfolio. It is a direct competitor to Dr. Elsey's in clumping litter at national retail, leveraging Purina's scale, distribution depth, and bundled cat food/litter marketing that Dr. Elsey's must counter as an independent specialist.
- Fresh Step (Clorox): Fresh Step is one of the leading mass-market cat litter brands owned by The Clorox Company, a broad consumer packaged goods incumbent. It competes head-to-head with Dr. Elsey's in clumping clay litter and similar price-band SKUs across grocery and mass retail channels, while sitting within Clorox's broader household products portfolio.
- Blue Buffalo (Mars Petcare): Blue Buffalo, owned by Mars Petcare, is a major premium pet food brand that set the template for natural, ingredient-positioned marketing that Dr. Elsey's cleanprotein™ now pursues in cats. While dog-skewed, Blue Buffalo's cat food lines and premium retail positioning make it a comparable playbook for turning a specialty nutrition story into scaled cat food revenue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Dr. Elsey's social profiles
Digital presenceDr. Elsey's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dr. Elsey's leadership team
Management profileNumber of profiles
Profiles2 records
Dr. Elsey's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dr. Elsey's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dr. Elsey's
What does Dr. Elsey's do?
Dr. Elsey's (legally Precious Cat, Inc.) manufactures and sells veterinarian-formulated cat litter and cat food products. The litter portfolio includes 14 products spanning clumping clay litters, specialty formulations for kittens/seniors/respiratory relief, and alternative materials (pine, silica crystal). The food portfolio centers on the cleanprotein™ line of high-protein kibble, wet food (pâté and pouches), and freeze-dried treats designed around cats' natural prey protein levels.
Is Dr. Elsey's a public or private company?
Dr. Elsey's is a private company. It is classified as family owned and is currently operating.
When was Dr. Elsey's founded?
Dr. Elsey's was founded in 1987. It employs 101 to 250 people.
Where is Dr. Elsey's based?
Dr. Elsey's is headquartered in Cheyenne, United States, in the North America region.
Who are Dr. Elsey's's main competitors?
Emerging players on record are Open Farm, PrettyLitter and Smalls. Direct peers are World's Best Cat Litter and Ökocat (Blue Panther Ventures). Petco is listed as a regional player. Broad incumbents are Arm & Hammer (Church & Dwight), Tidy Cats (Nestlé Purina PetCare), Fresh Step (Clorox) and Blue Buffalo (Mars Petcare).
Does Dr. Elsey's have an API?
No public API is recorded for Dr. Elsey's.
What industry is Dr. Elsey's in?
Dr. Elsey's's product category is Pet Care Products. Its primary akta.pro industry code is CRADAFAA, Dry Kibble (Dog & Cat), with a secondary code of AFADAFAA, Dry Pet Food (Kibble). Its NAICS code is 311111 and its SIC code is 2000.