Ultra Pet

What Ultra Pet does

Ultra Pet is a U.S.-based pet care company that manufactures and distributes premium silica gel crystal cat litter under the Litter Pearls brand, serving individual cat owners seeking superior odor control, lightweight handling, and at-home feline health monitoring. Founded in 2003 and headquartered operationally in Chicago, the company was acquired by Oil-Dri Corporation of America (NYSE: ODC) in April 2024 for USD 46 million and now operates as a wholly-owned subsidiary within Oil-Dri's broader absorbent-products portfolio. Ultra Pet's earlier firmographic footprint lists Anderson, United States, indicating prior standalone operating roots before the Oil-Dri integration.

The company's core offering is a portfolio of six crystal litter SKUs differentiated by specific formulation features: Micro Crystals Unscented and Micro Fresh Crystals Scented (premium odor control), Crystal Clear Comfort Pearls (larger crystal format), Tracksless Crystals (low-tracking format), Ultra Clump Micro Crystals (clumping format), and the differentiated Health Monitor Micro Crystals, which use proprietary pH-detecting, color-changing silica crystals that visually signal changes in feline urine pH to support early detection of potential health concerns. All SKUs share a 99.9% dust-free formulation, lightweight form factor relative to traditional clay litter, and a common crystal-based platform architecture.

Ultra Pet operates a direct-to-consumer and marketplace-led go-to-market motion. Products are sold through Amazon (with a dedicated brand store), Chewy (with a dedicated brand page and autoship integration), Pet Supermarket, Pet Food Express, and the brand's own e-commerce site at litterpearls.com. Revenue is generated via one-time product purchases and through a "Join The Club" subscription program offering exclusive savings and recurring deliveries. As an Oil-Dri subsidiary, Ultra Pet's revenue contributes to Oil-Dri's consolidated fiscal 2025 net sales of $485.6 million, although Ultra Pet's standalone revenue is not separately disclosed. The standalone firmographic reports 1–10 employees, likely reflecting post-acquisition integration with Oil-Dri's broader operational footprint.

Name

Ultra Pet

Legal name

Ultra Pet

Website

https://ultrapet.com

Company type

Private

Founded year

2003

Operating status

Acquired

Headcount range

1–10 employees

Short description

Ultra Pet, a wholly-owned subsidiary of Oil-Dri Corporation (NYSE: ODC), manufactures and distributes the Litter Pearls brand of premium silica gel crystal cat litter, including proprietary pH-detecting health monitoring crystals, serving individual cat owners through Amazon, Chewy, pet retail chains, and a direct e-commerce subscription storefront.

Ownership category

akta.pro rank

Product category

Pet Care / Cat Litter

NAICS

Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Pet Litter, Waste & Odor Control Retail (CRALAHAH)

akta.pro secondary industries

Pet Supplies Omnichannel (CRAFAEAJ), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Crystal cat litter
• Pet care products
• Silica gel litter
• Cat hygiene supplies
• Pet health monitoring

Headquarters

HQ city

Anderson

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Crystal Cat Litter Product Sales: Ultra Pet (through its Litter Pearls brand) generates revenue from the sale of premium crystal cat litter products across multiple product lines (Micro Crystals, Micro Fresh, Crystal Clear Comfort, Tracksless, Ultra Clump, Health Monitor). Products are sold through direct e-commerce, Amazon, Chewy, and pet retail chains as one-time purchases or via a subscription/recurring club model.
2. Subscription/Club Revenue: Litter Pearls offers a 'Join The Club' subscription program providing exclusive savings, cat care tips, and recurring product deliveries. This generates predictable recurring revenue from repeat customers.
3. Corporate Consolidated Revenue (via Oil-Dri): Ultra Pet was acquired by Oil-Dri Corporation of America in April 2024 for USD 46 million. As a subsidiary, Ultra Pet's revenue contributes to Oil-Dri's consolidated financial results. Oil-Dri reported record net sales of $485.6 million for fiscal year 2025, with growth driven by organic growth and acquisitions including Ultra Pet.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Ultra Pet, operating through its Litter Pearls brand, manufactures and sells premium silica gel crystal cat litter products for individual cat owners. Its portfolio includes unscented and scented micro crystals, tracksless crystals, ultra clump formulas, and pH-detecting color-changing health monitor crystals, all marketed as 99.9% dust-free, lightweight alternatives to traditional clay litter with superior odor control. Products are distributed via Amazon, Chewy, Pet Supermarket, Pet Food Express, and a direct-to-consumer subscription club.

Product overview

Ultra Pet operates the Litter Pearls brand, offering a portfolio of premium crystal cat litter products. The product line includes Micro Crystals, Micro Fresh Crystals (scented), Crystal Clear Comfort Pearls, Tracksless Crystals, Ultra Clump Micro Crystals, and Health Monitor Micro Crystals. These products share a common crystal-based technology platform differentiated by specific features: scent options, clumping capability, low-tracking formulation, and health monitoring via pH-detecting color-changing crystals. All products are marketed as 99.9% dust-free, lightweight alternatives to traditional clay litter with superior odor control.

Differentiator

Problem solved

Functional benefit

Brands

• Litter Pearls: Premium crystal cat litter brand featuring micro crystals, scented options, tracksless formulas, ultra clump products, and health monitoring crystals with pH detection technology.

Products and services

• Litter Pearls Micro Crystals Unscented Premium unscented crystal cat litter with 99.9% dust-free micro crystal formulation, lightweight and soft on paws, providing superior odor control and less mess for cat owners.
• Litter Pearls Micro Fresh Crystals Scented Fresh-scented crystal cat litter with micro crystals providing odor neutralization and lasting freshness for cat households.
• Litter Pearls Crystal Clear Comfort Pearls Unscented Unscented crystal cat litter designed for comfort with a larger crystal shape that helps reduce litter tracking and mess outside the box.
• Litter Pearls Tracksless Crystals Unscented Low-tracking crystal cat litter featuring a larger crystal shape that reduces litter tracking outside the litter box and minimizes household mess.
• Litter Pearls Ultra Clump Micro Crystals Unscented Clumping crystal cat litter that absorbs moisture fast and locks in odor to keep the home fresher longer, with easy daily maintenance and simplified scooping.
• Litter Pearls Health Monitor Micro Crystals Unscented pH-detecting, color-changing crystal cat litter that changes color to help detect potential feline urinary health concerns early, marketed as the Litter Pearls Health Monitor product line.
• Litter Pearls Subscription Club ('Join The Club') Recurring-delivery subscription program providing exclusive savings, special offers, and practical cat care tips to Litter Pearls customers through monthly autoship.

Quantifiable outcome

• 99.9% dust-free formulation
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Fresh Step: Fresh Step is a mass-market cat litter brand owned by Clorox and one of the largest sellers of clumping and crystal litter in the U.S. It competes with Litter Pearls across price tiers and is explicitly cited as a more established brand Ultra Pet must displace on shelf and online.
• Arm & Hammer (Church & Dwight): Church & Dwight's Arm & Hammer brand sells clumping and crystal cat litter products across mass and premium tiers. As a CPG incumbent with significantly larger marketing and distribution, it competes with Ultra Pet broadly in the crystal litter category where Litter Pearls operates.
• Tidy Cats: Tidy Cats is Nestlé Purina's mass-market cat litter brand covering clumping, crystal, and lightweight formats. It dominates mass retail shelf space and competes with Litter Pearls for cat owner trial and subscription, especially via Chewy and Amazon.
• Scoop Away: Scoop Away is a mass-market clumping cat litter brand owned by Clorox and is explicitly named in Ultra Pet's own competitive analysis as a more established incumbent. It competes on price-performance and broad retail availability rather than on health-monitoring differentiation.

Direct peers

• Dr. Elsey's: Dr. Elsey's is a premium cat litter brand offering clumping, crystal, and specialty litter products marketed to health-conscious cat owners. It competes with Litter Pearls in the premium tier on Amazon, Chewy, and pet specialty retail, and overlaps on dust-free, low-tracking, and clumping performance claims.
• World's Best Cat Litter: World's Best Cat Litter is a premium cat litter brand focused on natural, clumping, and flushable corn-based formulations. While Ultra Pet competes on silica gel crystal technology rather than corn, both target the same premium-conscious, health-aware cat owner segment and compete directly on Amazon and Chewy for premium litter share.
• Pretty Litter: Pretty Litter is the pioneer of pH-detecting, color-changing health-monitoring crystal cat litter and Ultra Pet's most direct head-to-head competitor. Both brands sell silica gel crystal litter with health-screening claims through similar DTC and marketplace channels, and Litter Pearls is explicitly positioned as a lower-priced alternative to Pretty Litter.

Emerging players

• Boxiecat: Boxiecat is a smaller premium cat litter brand offering clumping clay and natural litter products marketed on odor control and dust-free performance. It overlaps with Litter Pearls in the premium, performance-focused segment and competes on Amazon and Chewy.
• Petkit: Petkit is a smart pet products company offering connected litter boxes and litter products that integrate with pet health monitoring. Its Pura X self-cleaning litter box and app-based health tracking compete conceptually with Ultra Pet's Health Monitor positioning at the intersection of crystal litter and pet wellness.

Regional players

• So Phresh (PetSmart private brand): So Phresh is PetSmart's private-label cat litter brand sold across PetSmart's North American store base. It competes with Litter Pearls for pet specialty retail shelf space and on value-tier positioning, though it lacks the DTC and marketplace-first distribution that defines Ultra Pet's model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/UltraPet
• Facebookfacebook.com/UltraPetSA
• LinkedInlinkedin.com/company/ultra-pet-inc.

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ultra Pet