Cat’s Pride Packaging Redesign and Ultra Pet Integration

Author: Leah Craft

We’re excited to share two major initiatives designed to elevate Cat’s Pride in the marketplace:

Cat’s Pride & Jonny Cat Redesign:
• Focused on reinforcing Cat’s Pride as a high-performance, lightweight litter that balances value and quality.
• Objectives include modernizing design, highlighting odor control/low dust/lightweight, and creating stronger emotional connections.
• Research showed consumers responded best to designs with real cat imagery, bold benefit callouts, and clearer shelf impact.
• Odor control, low dust, and lightweight (paired with performance) remain top purchase drivers.

Ultra Pet Integration – “Ultra by Cat’s Pride”:
• Developed as an interim strategy following Ultra Pet’s acquisition to bridge buyers into Cat’s Pride.
• Keeps Ultra as the lead brand but introduces Cat’s Pride endorsement, with long-term goal of full Cat’s Pride transition.
• Maintains existing equities like Sasha, pink color scheme, and UPCs to minimize disruption.
• Testing showed the chosen design improved benefit communication, emotional engagement, and shelf visibility, while competing strongly with leading brands.

Looking Ahead:
These coordinated efforts enhance Cat’s Pride’s visual identity, clarify performance messaging, and set the stage for long-term brand growth and loyalty. New Ultra by Cat’s Pride packaging will appear on shelves in the Fall, with redesigned Cat’s Pride Lightweight Clay items launching in late Winter.