Fresh Step

What Fresh Step does

Fresh Step is a U.S. cat litter brand owned by The Clorox Pet Products Company, a wholly-owned subsidiary of The Clorox Company (NYSE: CLX). The brand sells clumping clay, non-clumping clay, and silica-crystal cat litter products organized across multiple sub-lines differentiated by odor control strength, scent profile, and format. Core proprietary technologies include paw-activated fragrance capsules (licensed Febreze technology from P&G), Ammonia Block Technology, activated charcoal odor elimination, ClumpLock clumping technology, and ultra-absorbent microgranules that deliver 15-to-30-day odor control guarantees depending on tier. The product portfolio spans mass-market and premium price points, with lightweight jug formats, scent variants (Gain Original, Hawaiian Aloha, Moonlight Breeze), and unscented vet-recommended formulations.

The business operates as a mass-market direct-to-consumer CPG brand distributed through grocery and drug stores, mass merchandisers (Walmart, Target), warehouse clubs (BJ's, Sam's Club), pet specialty retailers (PetSmart, PETCO), and e-commerce platforms (Chewy, Amazon), leveraging The Clorox Company's established national retail infrastructure. Revenue is generated through one-time consumer purchases at retail and online channels, with no disclosed subscription or recurring revenue model. Pricing varies by SKU and package size, with a money-back guarantee up to $19.99 per product.

The customer base consists of individual U.S. cat-owning households, with deliberate segmentation across multi-cat households, scent-sensitive owners, and automatic litter box users. Brand marketing is executed through organic social (Instagram, Facebook, TikTok, YouTube), email newsletters, influencer partnerships, and mission-driven collaborations with animal welfare organizations such as Best Friends Animal Society, most notably a February 2026 Valentine's Day campaign in partnership with Bumble and celebrity ambassador Ariana Madix to promote cat adoption.

Name

Fresh Step

Legal name

The Clorox Pet Products Company

Website

https://freshstep.com

Company type

Private

Operating status

Operating

Short description

Fresh Step is a U.S. mass-market cat litter brand under The Clorox Pet Products Company, selling clumping, non-clumping, and crystal litters with proprietary odor control technologies to individual cat-owning households across grocery, mass, club, pet specialty, and e-commerce channels nationwide.

Ownership category

akta.pro rank

Product category

Cat Litter / Pet Care

NAICS

Pet and Pet Supplies Retailers (45991)

SIC

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

akta.pro primary industry

Pet Litter, Waste & Odor Control Retail (CRALAHAH)

Keywords

• Cat litter products
• Odor control litter
• Clumping cat litter
• Silica crystal litter
• Pet care supplies

Headquarters

HQ city

Oakland Mills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cat Litter Product Sales: Fresh Step generates revenue through the sale of cat litter products including clumping clay litter, non-clumping clay litter, and crystal litter. Products are sold through multiple retail channels including grocery stores, mass merchandisers, pet specialty retailers, and e-commerce platforms. Revenue is generated through one-time purchase transactions at various price points depending on product variant and package size.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Fresh Step manufactures and sells cat litter products across three core lines: clumping clay litter, non-clumping clay litter, and silica-based crystal litter. The portfolio includes multiple sub-brands differentiated by scent options (Febreze, Gain Original, Hawaiian Aloha, Gain Moonlight Breeze), lightweight formulations, and specialty attributes such as low-tracking, low-dust, and unscented variants for multi-cat households and automatic litter box compatibility.

Product overview

Fresh Step is a cat litter brand owned by The Clorox Pet Products Company, offering a diversified portfolio of clay-based and silica-based cat litter products organized into three core lines: clumping litter, non-clumping litter, and crystal litter. The clumping litter line is the primary offering and includes multiple sub-brands differentiated by odor control strength and fragrance: Odor Shield (with variants in Gain Original, Hawaiian Aloha, and Moonlight Breeze scents, plus Light Weight and Advanced versions) delivers 15-day odor control with Ammonia Block Technology and paw-activated Febreze freshness; Heavy Duty Odor Block provides the strongest performance at 30-day odor control with 3X odor-eliminating carbon; Extreme Clump focuses on tight clumping with 15-day odor control; Ever Fresh (and Ever Fresh Advanced, plus an Unscented variant) features ultra-absorbent microgranules that absorb 50% more moisture than standard litters for 15–21 day odor control; Clean Paws prioritizes low tracking and low dust; and Simply Unscented (and Simply Unscented Advanced) targets fragrance-sensitive cats and households with unscented, dye-free formulations. The non-clumping line provides activated charcoal-based odor control with minimal maintenance, while the crystal line uses silica gel technology for moisture absorption and odor locking. Core proprietary technologies across the portfolio include paw-activated odor control (Febreze fragrance released by a cat's steps), Ammonia Block Technology (neutralizes ammonia odors), odor-eliminating activated charcoal, and ClumpLock technology (for tight clumping). All clumping variants are compatible with automatic litter boxes.

Differentiator

Problem solved

Functional benefit

Products and services

• Heavy Duty Odor Block Fresh Step's strongest clumping litter formula, featuring 3X odor-eliminating carbon and Ammonia Block Technology, providing 30-day guaranteed odor control. Compatible with automatic litter boxes and suitable for multi-cat households.
• Odor Shield Multi-cat clumping litter with odor-eliminating carbon and Ammonia Block Technology, delivering 15-day odor control with paw-activated Febreze freshness and automatic litter box compatibility.
• Odor Shield with Gain Original Scent Multi-cat clumping litter infused with Gain Original scent and Febreze freshness, featuring odor-eliminating carbon and Ammonia Block Technology for 15-day odor control.
• Odor Shield with Hawaiian Aloha Scent Multi-cat clumping litter with Hawaiian Aloha scent and Febreze freshness, featuring Ammonia Block Technology and odor-eliminating carbon for 15-day odor control.
• Odor Shield with Gain Moonlight Breeze Scent Multi-cat clumping litter with Gain Moonlight Breeze scent and Febreze freshness, featuring Ammonia Block Technology for 15-day odor control.
• Odor Shield Advanced with Gain Original Scent Advanced multi-cat clumping litter with enhanced Ammonia Block Technology and Gain Original scent, providing 15-day odor control with paw-activated Febreze freshness.
• Odor Shield Light Weight Lightweight version of Odor Shield, combining the same odor-eliminating carbon and Ammonia Block Technology in an easier-to-lift, easier-to-carry 11.5 lb jug format.
• Odor Shield Light Weight with Gain Scent Lightweight multi-cat litter with Gain scent and Febreze freshness, featuring the same odor-eliminating technology in an easy-to-carry 11.5 lb jug format.
• Extreme Clump Clumping litter featuring tight clump formation with 15-day odor control guarantee, low-dust formula, and Ammonia Block Technology.
• Ever Fresh Concentrated clumping litter with ultra-absorbent microgranules that absorb 50% more moisture than standard litters, providing 21-day odor control with Febreze freshness.
• Ever Fresh Advanced Scented Advanced formulation of Ever Fresh with ultra-absorbent microgranules and enhanced Ammonia Block Technology, delivering 21-day odor control with Febreze freshness and paw-activated freshness for multi-cat households.
• Ever Fresh Unscented Unscented clumping litter with ultra-absorbent microgranules, ClumpLock technology, and Ammonia Block Technology providing 15-day odor control without added fragrances or dyes.
• Clean Paws Multi-cat clumping litter with larger particles designed to reduce tracking and stick less to cat paws, featuring low dust and Febreze freshness for odor control.
• Simply Unscented Fragrance-free and dye-free clumping litter that prevents bacterial odor growth on the litter, providing 15-day odor control with Ammonia Block Technology and odor-eliminating carbon. Vet-recommended.
• Simply Unscented Advanced Advanced unscented clumping litter with more Ammonia Block Technology than the standard Simply Unscented, preventing bacterial odor growth and providing 15-day odor control without fragrances or dyes. Compatible with automatic litter boxes.
• Clumping Cat Litter Standard clumping clay litter with proprietary technology that absorbs and eliminates odors using sodium bentonite clay, limestone, activated charcoal, fragrance, and an antimicrobial agent (borates). Features low-dust formulas and Febreze freshness for scented variants.
• Non-Clumping Cat Litter Non-clumping clay litter with activated charcoal technology for strong odor control and paw-activated freshness. Features minimal maintenance requirements and large granules that help reduce tracking.
• Crystal Cat Litter Silica gel-based litter that absorbs excess moisture and traps odors, locking in odor-causing wetness. Non-clumping, ultra lightweight, and gentle on paws; solid waste is removed daily, crystals are stirred to maintain freshness, and litter is replaced every 20-30 days.

Quantifiable outcome

• 30 days of odor control guaranteed on Heavy Duty formula
• +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

Feature6 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Best Friends Animal SocietycoreStrategic or Co-development Partner · 3 February 2026Fresh Step has an ongoing partnership with Best Friends Animal Society to support cat adoption and the mission to end pet homelessness. The partnership includes content collaboration on Fresh Step's website featuring cat care articles from Best Friends, and promotional campaigns offering free litter coupons and covering adoption fees for cats adopted through Best Friends locations.
• BumbleflagshipGTM or Marketing Partner · 3 February 2026Fresh Step partnered with Bumble dating app for the 2026 Valentine's Day 'Date Cats, Not Humans' campaign. The partnership allowed Bumble users to swipe right on adoptable cats, integrating pet adoption into the dating app experience. This was a first-ever initiative combining dating app engagement with cat adoption promotion.
• Ariana MadixflagshipGTM or Marketing Partner · 3 February 2026Celebrity influencer partnership with Ariana Madix for the 'Date Cats, Not Humans' Valentine's Day 2026 campaign. Ariana Madix served as a brand ambassador to promote cat adoption and Fresh Step products during this campaign period.
• The Procter & Gamble Company (Febreze)coreTechnology or IntegrationFresh Step uses Febreze technology under license from Procter & Gamble for its scented litter products. The Febreze partnership provides proprietary odor elimination technology specifically designed for cat litter application, with formulas that are safe for cats while providing effective odor control.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• PrettyLitter: DTC subscription silica-gel litter with health-monitoring indicator crystals. Comparable because it operates in the silica/crystal sub-segment (overlapping Fresh Step's Crystal line) and represents the disruptive, premium-direct-to-consumer model that may reshape category economics.
• sWheat Scoop: Wheat- and corn-based clumping litter marketed as natural, low-tracking, and pet-safe. Comparable as a plant-based alternative in the same clumping category, exerting pressure on Fresh Step's sustainability narrative.

Direct peers

• Tidy Cats (Purina / Nestlé): Purina's flagship clumping clay cat litter brand with comparable multi-tier odor-control portfolio (Instant Action, LightWeight, 4-in-1 Strength). Direct competitor on retail shelf and across e-commerce channels against Fresh Step's clumping and lightweight lines.
• Dr. Elsey's: Premium cat litter brand (Original, Premium Clump, Ultra) sold through pet specialty and veterinary channels. Comparable because it competes on premium clumping performance and veterinary endorsement against Fresh Step's Heavy Duty and Simply Unscented tiers.
• World's Best Cat Litter: Corn-based, clumping, 'flushable' litter brand competing directly in the clumping litter category with a sustainability/plant-based positioning. Comparable because it targets the same cat-owner purchase occasion and channels as Fresh Step while pressing on the natural-segment weakness.
• Ökocat (The Clorox Company): Sister brand under Clorox offering wood-fiber-based, low-tracking, low-dust litter. Comparable because it competes in the same household channels and is positioned against the very same pain points (tracking, dust, sustainability) that Fresh Step's Clean Paws and Simply Unscented address.
• Scoop Away (The Clorox Company): Sister brand under The Clorox Pet Products Company offering clumping clay litter with odor-control formulations. Operates in the same shelf space and channels as Fresh Step, making it a directly comparable competitor despite shared ownership.

Others

• PetSmart: Specialty pet retailer and key Fresh Step distribution channel. Comparable as an ecosystem participant because it controls shelf placement, private-label competition (e.g., 'Simply Nourish'–adjacent private label lines), and customer acquisition for cat-litter brands.
• Chewy: Leading online pet supplies retailer and one of Fresh Step's primary e-commerce channels. Comparable because its subscription/Autoship model and own private-label offerings directly influence Fresh Step's pricing, visibility, and customer retention dynamics.

Broad incumbents

• Arm & Hammer (Church & Dwight): Long-established cat litter line (Arm & Hammer Multi-Cat, Clump & Seal, Slide) leveraging the parent brand's baking-soda odor-neutralization platform. Comparable because it competes on the same odor-control benefit with broad retail distribution, but is one of many categories under Church & Dwight's broader portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/freshstep
• Facebookfacebook.com/FreshStep
• Instagraminstagram.com/freshstep
• TikToktiktok.com/@freshsteplitter

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 Fresh Step