Made from recycled paper, Breeder Celect tells us what it means to win this award
With 78%* of the UK’s cats using a litter tray, totalling nearly 10 million cats, it’s a category no pet retailer can afford to overlook. If customers aren’t buying their litter from you, chances are they’re picking it up somewhere else. Offering a range of brands and products is important, clumping and non-clumping, different substrates (paper, clay, wood, corn, etc), along with price points that suit all budgets.
Breeder Celect is proud to be leaders in paper litter, offering your shoppers a premium brand and product at an affordable price. Highly absorbent with natural odour control, low dust, and made in the UK from recycled paper, Breeder Celect drives value and loyalty into a cat litter category that is often commoditised and lacking interest. “Winning PPM Retailer Recommended Award Best Cat Litter 2025 means a lot to the whole Breeder Celect team, especially as it retains our award from 2024. Sustainability is key to the FibreCycle business, offering market-leading brands that drive long-term value to everyone; people, pet and planet,” said Steve Adams, Managing Director.
Exclusive to independent trade
Breeder Celect 25L is available exclusively to the pet wholesale channel, working with our partner wholesalers to support you and your shoppers with regular promotions and activity. Please do get in touch with Breeder Celect and our team will be delighted to work together to support your needs.
Official partners of Woodgreen Pets Charity, used in their amazing Snowden Cat Centre in Huntingdon, we’re delighted to have extended our partnership into 2026. Cat professionals and experienced litter users love Breeder Celect, whether that’s charities, shelters, catteries or the key and knowledgeable pet specialist store staff; that’s something were so proud of.
There are two new additions to the Breeder Celect family providing your shoppers with premium brands that cater for the biggest needs in the litter category, odour control and litter training:
● Breeder Celect PLUS Probiotic 10L and 25L– UK’s number 1 paper cat litter, plus odour-eating probiotics
● Breeder Celect PLUS Kitten 10L and 25L– UK’s number 1 paper cat litter, plus a natural litter tray attractant to help with litter training and odour-eating probiotics
PPM says...
Breeder Celect has become a firm favourite in the cat litter category. As well as gaining the seal of approval from retailers for the second year running, the brand has been honoured by consumers, too. Breeder Celect won our sister title’s consumer product awards as it was crowned Your Cat Product Awards Best Cat Litter of the Year. The ecocredentials of the product resonate with environmentally conscious owners and most importantly, it does a good job of doing what a cat litter needs to do!
To find out more, visit breedercelectcats.co.uk or for trade enquiries, email [email protected] or call 01724 282182