What Scoop Away does

Scoop Away is a US mass-market brand of clumping clay cat litter, owned and operated by The Clorox Company since 1999. The brand sells a portfolio of scoopable litter products — including Complete Performance, Multi-Cat Scented, Clump & Lock (scented and unscented), Instant Odor Control, Lightweight, Low Track, Unscented, and Plus Crystals — each formulated around a clumping bentonite clay base sourced from Black Hills Bentonite Company, in which the original founders invested in 1987 to secure raw material supply. Product differentiation is anchored in proprietary chemistry: the patented Ammonia Shield technology traps and eliminates urine, feces, and bacterial odors, the 5X Protection system layers in antimicrobial action and paw-activated fragrance, and the Complete Performance tier adds activated carbon and plant extracts for a 10-day odor guarantee.

The business is a classic one-time purchase CPG model: products are sold at varying price points through grocery, mass merchants (Walmart, Target, Kmart), dollar stores (Family Dollar, Dollar General), club stores (Costco, BJ's), pet specialty retailers (PetSmart, PETCO), and e-commerce, targeting the broad horizontal segment of US cat owners. The go-to-market is direct-to-consumer retail; the brand supplements shelf presence with a content marketing and community engagement layer (cat-care articles, The Catchelor video series, Cat Name Generator) and a Paw Points loyalty program.

Scoop Away was the first national brand of clumping cat litter, introduced in 1990 by A&M Products as Catsanova's Scoop Away, expanded nationwide by 1994, and acquired by Clorox from First Brands Co. in 1999. The brand has executed a steady cadence of line extensions (Plus Crystals 2002, recyclable packaging 2009, 5X Protection 2016) and a high-profile co-marketing partnership with Lil BUB (2018), but no recent funding, M&A, or leadership signals are disclosed at the brand level.

Name

Scoop Away

Legal name

The Clorox Company

Website

https://scoopaway.com

Company type

Private

Founded year

1987

Operating status

Operating

Short description

Scoop Away is a US mass-market brand of clumping clay cat litter, owned by The Clorox Company, selling a portfolio of scented, unscented, lightweight, and multi-cat formulations through nationwide grocery, mass, club, dollar, and pet specialty retail to general cat owners.

Ownership category

akta.pro rank

Product category

Cat Litter

NAICS

Pet and Pet Supplies Retailers (459910)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Pet Litter, Waste & Odor Control Retail (CRALAHAH)

Keywords

• Clumping cat litter
• Odor control litter
• Pet care products
• Cat litter brand
• Scoopable litter

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Cat Litter Product Sales: One-time purchase consumer packaged goods model. Products sold through retail channels including grocery stores, mass merchants, dollar stores, club stores, and pet specialty retailers. Multiple product varieties and sizes available at varying price points.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Scoop Away manufactures and sells clumping clay-based cat litter products for U.S. cat owners under multiple variants (including its core Scoop Away line and Scoop Away Plus Crystals). Its products are built around proprietary odor- and ammonia-control technologies such as the 5X Protection System, Ammonia Shield, Odor Guard, a Lower Dust Formula, and Plus Crystals (zeolites), and are sold at mass-market retail price points through grocery, mass-merchant, dollar, club, and pet specialty channels.

Product overview

Scoop Away is a brand of clumping cat litter owned by The Clorox Company, offering a portfolio of clay-based scoopable litter products. The core lineup includes Complete Performance (premium multi-cat formula with 10-day odor guarantee), Multi-Cat Scented, Clump & Lock (scented and unscented variants), Instant Odor Control, Lightweight (30% lighter weight), Low Track (reduced tracking), and Unscented options. The Complete Performance variant incorporates natural plant extracts and activated carbon for extreme odor control. Plus Crystals variants combine clay with zeolite crystals for enhanced odor-locking. The brand also offers interactive tools like a Cat Name Generator and entertainment content through The Catchelor video series. All products feature the company's 5X Protection system including ultra-strong clumping, odor elimination, bacterial odor prevention, and paw-activated fragrance (or unscented alternatives).

Differentiator

Problem solved

Functional benefit

Products and services

• Scoop Away Clumping Cat Litter Clumping clay-based cat litter for U.S. cat owners, formulated with the 5X Protection System (Ammonia Shield, Odor Guard, Lower Dust Formula, activated carbon, plant extracts) for daily odor and ammonia control in the litter box. Sold in multiple scent and performance variants at mass-market retail price points.
• Scoop Away Plus Crystals

Quantifiable outcome

• 99.9% dust-free (Complete Performance)
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Lil BUBminorStrategic or Co-development Partner · 1 January 2018Collaborative partnership in 2018 between Scoop Away and Lil BUB, a famous special-needs cat, to help spread awareness and love for special-needs pets. The partnership leveraged Lil BUB's popularity to connect with pet owners who have special-needs cats.
• The Clorox CompanycoreOthersScoop Away is owned by The Clorox Company, acquired in 1999 from First Brands Co. The Clorox Company is a major consumer goods company providing brand stewardship, manufacturing scale, and supply chain resources.
• Black Hills Bentonite CompanycoreStrategic or Co-development PartnerBlack Hills Bentonite Company was invested in by A&M Products in 1987 to guarantee a source of high-quality clumping clay that is still used in Scoop Away litter today.
• Paw Points RewardsminorGTM or Marketing PartnerLoyalty rewards program for cat owners that rewards everyday cat purchases. Members can earn points on purchases and redeem for rewards.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tidy Cats: Nestlé Purina's flagship clumping cat litter brand, directly competing with Scoop Away in the same mass-market clumping litter category across grocery, mass, and club channels with overlapping SKU positioning (multi-cat, lightweight, instant odor control).
• Fresh Step: Clorox sister brand and the other major national clumping cat litter in the U.S., offering nearly identical SKU structure (clumping, lightweight, multi-cat, scent variants) and competing head-to-head with Scoop Away on the same retailer shelves.
• Arm & Hammer Cat Litter: Church & Dwight's clumping and non-clumping cat litter line built on baking soda odor control, directly competing with Scoop Away in grocery, mass, and pet specialty channels on the same clumping odor-control proposition.
• World's Best Cat Litter: Multiple brand (Global Harvest) corn-based clumping cat litter brand competing in the same cat litter category with a plant-based formulation, taking share from clay-based competitors like Scoop Away in the natural/specialty channel.
• Dr. Elsey's Cat Litter: Veterinarian-founded premium clumping cat litter brand sold through pet specialty and online channels, directly competing with Scoop Away on clumping strength and multi-cat performance positioning.
• Cat's Pride: Oil-Dri Corporation's national clumping and non-clumping cat litter brand with comparable mass-market positioning, selling into the same grocery, mass, and dollar channels as Scoop Away.

Emerging players

• Ökocat: Plant-based (wood fiber) cat litter brand in the sustainable/pet specialty segment, representing the substrate-substitution threat to clay-based incumbents like Scoop Away.
• PrettyLitter: Direct-to-consumer silica crystal cat litter brand that has disrupted the category through subscription e-commerce, competing with Scoop Away for the same cat owner wallet via a fundamentally different substrate.

Others

• PetSmart (retailer): Major pet specialty retailer that is one of Scoop Away's key distribution partners and also retails competing litter brands; relevant as a channel partner and indirect competitor via exclusive and private label assortments.
• Chewy (Frisco private label): Chewy's private label Frisco cat litter is a direct substitute sold aggressively through the largest U.S. online pet retailer, representing the digital private-label threat to Scoop Away's mass-market position.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ScoopAwayLitter
• Facebookfacebook.com/ScoopAway

Revenue estimate

Valuation estimate

Number of profiles

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 Scoop Away