It may be less than five years old, but Aussie brand Michu is already taking the pet world by storm. Launched in April 2022, Michu has generated over $30 million in sales, sold more than six million bags of tofu cat litter across Australia and the US, and is currently selling approximately four bags of cat litter every minute. Not bad for a Melbourne start-up.

Why Pet Owners Love Michu

Recently named the #1 Smart50 Company, Michu stands out for its innovation, rapid growth, and leadership in the Australian startup scene. The success of Michu lies in its plant-based cat litter, providing a flushable, biodegradable alternative to traditional clay and crystal options.

The tofu cat litter not only promotes sustainability but also effectively tackles the unpleasant odours that typically accompany standard cat litter.

“From the very beginning, we set out to create products that would reflect the sophistication and elegance of our own homes, while also providing the practicality and durability that cats and their owners require,” the Michu founders explain.

Flagship Products

The cult-favourite Wonder Litter ($22.99) has garnered over 700 rave reviews online, prompting shoppers to stock up. Its formulation, made from 100% plant-based ingredients, creates a natural, eco-conscious alternative that simplifies clean-up.

“This product is awesome! It smells great and clumps beautifully,” stated a satisfied customer.

In just 10 seconds, waste clumps are fully formed and ready to scoop, leaving no residue or lingering odours behind. Other products, like the Michu Premium Mixed Tofu Cat Litter ($16.79), also feature glowing reviews, with many highlighting its exceptional odour absorption and flushable capabilities.

Availability and Future Plans

Available at Petbarn, Pet Circle, and Swaggle, Michu’s wide range of products keeps selling out due to high demand. Furthermore, the company is targeting supermarkets and is set to be stocked in many Coles stores across the country.

With continued growth and success, Michu is poised to become a household name in the pet industry as they meet the evolving needs of cat owners.

To shop Michu’s range of cat litter, food, and more, visit their official website now.