A Melbourne-based pet brand, less than five years old, is achieving staggering success by reimagining one of the least glamorous pet care essentials: the litter box.
Launched in April 2022, Michu has already generated over $30 million in sales, moving more than six million bags of its innovative tofu cat litter across Australia and the United States.
The company's current sales velocity is a remarkable testament to its popularity, with roughly four bags of cat litter being sold every single minute.
From Startup to Smart50 Leader
Michu's explosive growth and innovative approach were recently recognised when it was named the #1 Smart50 Company, a prestigious award highlighting leadership, rapid growth, and innovation in the Australian startup scene.
The founders set out with a clear vision: to create pet products that blended seamlessly with modern, elegant homes while delivering uncompromising performance for pets and their owners.
"Through tireless research, development, and testing, we've succeeded in creating a range of products that truly elevate the lives of cats and their owners," the founders explained.
The Secret: A Plant-Based Powerhouse
Michu's core success lies in its sustainable, plant-based formula. It provides a flushable and biodegradable alternative to traditional clay or crystal litters, addressing both environmental concerns and practical cleanup for pet owners.
The tofu-based litter is engineered to aggressively combat odours, a common pain point with conventional products, leaving homes smelling fresher.
This focus on a superior user experience has cultivated a devoted customer base. The cult-favourite Wonder Litter ($22.99) has amassed over 700 rave reviews online, with shoppers consistently rushing to stock up.
"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," one satisfied customer commented.
Another popular product, the Michu Premium Mixed Tofu Cat Litter ($16.79), boasts more than 550 glowing reviews. Its unique formula promises ten times the odour absorption of some alternatives.
"Finally, a cat litter that's good for the environment and great at odour control. The clumping and flushable feature is the icing on the cake," wrote a happy shopper.
Expanding Reach and Constant Demand
Michu's range, which also includes raw pet food and designer litter boxes, is available at major retailers like Petbarn, Pet Circle, and Swaggle. High demand frequently leads to products selling out.
The brand's expansion shows no signs of slowing. Its next major frontier is the supermarket aisle, with products now being stocked in many Coles stores nationwide.
With a proven product-market fit and a growing retail footprint, Michu is poised to continue its rapid ascent, making sustainable, high-performance pet care accessible to millions more cat owners.
