Natural Ingredients, Powerful Odor Control

New Fresh Step® Natural Scoop Litter Offers Powerful Odor Control and Strong Clumping To Natural Litter, At Last

Apr 19, 2011, 08:00 ET from The Clorox Company

NEW YORK, April 19, 2011 /PRNewswire/ -- The makers of Fresh Step litter are now offering cat owners who prefer natural litters the chance to have something they may have forgotten all about: a home that doesn't smell.

The Fresh Step brand has introduced Fresh Step Natural Scoop, a litter that combines super absorbent natural pine shavings with the unrivaled odor-control performance of activated carbon.  The result is a litter with the same great odor control ingredients as Fresh Step traditional clay-based litter, with the sustainability benefits of natural wood.

"For a long time, natural, plant-based litter was a great idea that just didn't perform," said Jay Stilwell, marketing manager for Fresh Step litter.  "By adding our proprietary activated carbon to our specially cut pine shavings, we are at last able to offer a litter with natural ingredients that traps odors and clumps with the best of them.  The result is a natural option that keeps your cat box from smelling like, well, a cat box."

Cutting The Weight

The benefits of Fresh Step Natural Scoop litter go beyond sustainability, though.  As anyone who has ever toted a big bag of litter knows, carrying kitty litter isn't for the meek.  As pine shavings weigh far less than clay, Fresh Step Natural Scoop litter solves that problem.  In fact, the same size carton of Fresh Step Natural Scoop litter weighs one-sixth as much as traditional clay litter.  That means the 20 pound box that many cat owners are used to carrying around is replaced by an easy-to-handle bag that weighs in at just a tick over three pounds.

Fresh Step Natural Scoop litter will be available in April at retailers nationwide.  A 3.3 lb. bag, equivalent to a 20-pound box of clay litter, is expected to retail for $8.99.  For more information on Fresh Step, visit or follow Fresh Step litter at

About Fresh Step® litter

Fresh Step® litter is a line of products of The Clorox Pet Products Company, a subsidiary of The Clorox Company, headquartered in Oakland, Calif.  The Clorox Company is a leading manufacturer and marketer of consumer products with 8,300 employees and fiscal year 2010 revenues of $5.53 billion.  Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works ® naturally derived home care products, Pine-Sol ® cleaners, Poett ® home care products, Fresh Step ® cat litter, Kingsford ® charcoal, Hidden Valley ® and K C Masterpiece ® dressings and sauces, Brita ® water-filtration products, Glad ® bags and wraps and containers, and Burt's Bees ® natural personal care products.  The company's products are manufactured in more than two dozen countries and sold in more than 100 countries.  Clorox is committed to making a positive difference in the communities where its employees work and live.  Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $80 million to nonprofit organizations, schools and colleges.  In fiscal 2010 alone, the foundation awarded $3.5 million in cash grants, and Clorox made product donations valued at $8.8 million.  For more information about Clorox, visit


Apryl Ehmann, PDC PR


SOURCE The Clorox Company