An Australian pet care company is achieving staggering national success, transforming the daily routine for cat owners with its innovative and eco-friendly products. Michu, launched in April 2022, has rapidly become one of the country's fastest-growing pet brands, amassing over $30 million in sales and moving more than six million bags of its signature tofu cat litter.
From Startup to Market Leader in Record Time
The brand's explosive growth, equivalent to selling four bags of litter every single minute, has cultivated a devoted customer base. Shoppers across the nation are hailing Michu's offerings as revolutionary for pet parents. This remarkable trajectory was recently cemented when Michu was crowned the #1 Smart50 Company, an award recognising top Australian startups for innovation, rapid growth, and leadership. The brand has also expanded its reach internationally, with products now stocked in the United States, solidifying its status as a global leader in sustainable pet care.
The Wonder Litter Phenomenon
At the heart of Michu's success is its cult-favourite Wonder Litter, priced at $22.99. This product alone has garnered over 700 glowing online reviews, with customers consistently praising its performance and ease of use. Made from 100 per cent plant-based ingredients, it provides a natural alternative that simplifies clean-up.
"This product is awesome! It smells great and clumps beautifully, absorbing everything so you can completely remove it, leaving only clean litter," shared one satisfied shopper. Another noted, "Scooping used to be the worst part of my day — not anymore. It clumps instantly and stays firm, so I can clean up in seconds with no sticky mess."
The litter forms solid waste clumps in just 10 seconds, which are easy to scoop without leaving residue or unpleasant odours. "Since switching to Wonder Litter, the air in my home feels much fresher. It clumps really well without sticking to the bottom, making cleaning super easy," a third reviewer added.
High Demand and a Growing Product Range
Michu's range, which includes tofu litter, raw pet food, and stylish litter boxes, has become a essential destination for millions of Australian cat owners. The products are available through major retailers like Petbarn, Pet Circle, and Swaggle, but high consumer demand frequently leads to sell-outs.
With no signs of slowing down, the brand's best-sellers are expected to continue flying off the shelves. Michu's formula of delivering effective, environmentally conscious products that genuinely work has successfully turned the startup into a trusted household name in the Australian pet industry.
