Cat Litter of the Year

Breeder’s Choice has long been a leader in the natural litter category, trusted for its reliable performance, strong rate of sale and loyal consumer base. Breeder’s Choice Paper Cat Litter takes the well-deserved Cat Litter of the Year award

Breeder's Choice comments:

Winning this award is a fantastic endorsement of Breeder’s Choice Paper Cat Litter and a proud moment for the entire team.

Retailer recommendation sits at the heart of this award, so to be recognised by the trade as a product that consistently delivers on a retail shelf is particularly meaningful.

Manufactured in the UK from 99% recycled paper, the litter combines excellent absorbency with natural odour control, delivering a clean, low dust solution that cat owners value. This consistent quality is what underpins its reputation as a dependable, fast-turning line for retailers.

The recent transition from Breeder Celect to Breeder’s Choice marks a natural evolution for the brand, creating a stronger, more unified global identity while retaining the same trusted product at its core. Crucially, retailers can remain confident that there has been no change to formulation or performance. Just a name change and packaging refresh designed to support clarity and continuity in store.

Sustainability remains central to the brand. Upcycled from 99% recycled paper, Breeder’s Choice is biodegradable, compostable and non toxic, offering a standalone and environmentally responsible litter solution. Combined with its lightweight format and high absorbency, it delivers practical benefits for both pet owners and retailers alike.

Supporting the independent pet trade is a key priority. We continue to invest in trade marketing, retailer communications and in-store visibility to ensure Breeder’s Choice remains a strong, recognisable presence on the shelf. Our approach is built around partnership; one that provides retailers with a trusted product, backed by consistent messaging, category insight and ongoing innovation such as our PLUS range with added functional benefits.

For retailers not yet stocking Breeder’s Choice, the message is simple: this is a proven, award-winning product that delivers repeat purchase and strong consumer satisfaction. Its combination of performance, sustainability and brand recognition makes it an easy addition to the category, with the reassurance that it is already recommended by the retailers who stock it today.

We are incredibly proud of the continued recognition Breeder’s Choice receives and remain committed to supporting the specialist pet trade with products that deliver for people, pets and the planet.