New ARM & HAMMER® Double Duty Clumping Cat Litter: Designed to Eliminate Both Urine and Feces Odors

ARM & HAMMER® Clumping Cat Litter Fights the Daily 'Double Trouble' of Litter Box Odors

Oct 08, 2010, 09:00 ET from ARM & HAMMER

PRINCETON, N.J., Oct. 8 /PRNewswire/ -- In the world of the litter box, feces odors have not received the same level of attention as urine odors. The pungent ammonia smell of urine increases over time making it the main focus. However, feces odors can be unpleasant and detected at first whiff. In fact, 91 percent of cat owners say that it is very important that their litter eliminates both feces and urine odors. (1) New ARM & HAMMER® Double Duty is the only clumping litter that combines ARM & HAMMER® Baking Soda with odor eliminators to destroy both overpowering urine and feces odors on contact.  

"We're thrilled to be able to address the unmet need of cat owners and introduce a cat litter that is specifically designed to destroy both types of litter box odors on contact," said Rithika Naik, product manager, CHURCH & DWIGHT, makers of ARM & HAMMER® Cat Litter. "With Double Duty, we're continuing the ARM & HAMMER® tradition of developing pet home care solutions leveraging the odor eliminating power of ARM & HAMMER® Baking Soda."

The Secret to Double Odor Elimination

ARM & HAMMER® Double Duty Clumping Cat Litter is a breakthrough formula that combines powerful, moisture activated ARM & HAMMER® Baking Soda crystals with ammonia and feces odor neutralizers. Double Duty creates rock-solid clumps, allowing cat owners to easily and effectively remove the source of odors to help maintain a clean litter box.

Eighty-six percent of cat owners believe sometimes they cannot smell cat odors in their own home but others can. (2) Double Duty is the secret to combat these "double trouble" litter box odors. Now cat owners can confidently welcome guests into their home without worrying about embarrassing litter box odors.

To support the launch of ARM & HAMMER® Double Duty Clumping Litter, CHURCH & DWIGHT has launched a holistic adverting campaign that will include print, online, radio and TV spots.

ARM & HAMMER® Double Duty Clumping Litter is available in a 14 lb. box at a suggested retail price of $6.99, a 20 lb. box at a suggested retail price of $8.99 and a 28 lb. box at a suggested retail price of $11.99 at leading retail outlets nationally.

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For more than 160 years, ARM & HAMMER® Baking Soda's familiar orange box has been a trusted fixture in both the refrigerator and home. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the ARM & HAMMER® brand name.

Today, CHURCH & DWIGHT manufactures a variety of cleaning, freshening and deodorizing products for the home, family, pets, and body under the iconic ARM & HAMMER® brand name.

(1) Cat Feces Exploratory, Marketview Research, July 2009

(2) AcuPOLL Research, January 2010

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Janet Reinhardt/Edelman

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