Australian pet startup Michu has reported selling over two million bags of its tofu cat litter since launching in April 2022, averaging four bags per minute. The brand has generated more than $13 million in sales and was named the #1 Smart50 Company, recognizing its innovation and rapid growth in the startup scene.
The company’s flagship product, Wonder Litter, priced at $22.99, has received over 700 online reviews. Customers describe it as a “total game-changer” that clumps instantly and eliminates odors. One reviewer noted, “Scooping used to be the worst part of my day — not anymore. It clumps instantly and stays firm.”
Made from 100% plant-based ingredients, the litter forms waste clumps in 10 seconds without leaving residue or odors. Michu has built a reputation for sustainable pet care and is now stocked in the United States, alongside Australian retailers Petbarn, Pet Circle, and Swaggle.
The brand also offers raw pet food and litter boxes, and products frequently sell out due to high demand. Michu’s success shows no signs of slowing, with continued strong sales expected.
