The single-ingredient sodium bentonite clay litter gets a new bold identity to reach cat parents beyond the Litter-Robot community

DETROIT, Oct. 1, 2026 /PRNewswire/ — Whisker, the global leader in connected cat care and maker of Litter-Robot®, today announced the official rebrand of GreatLitter as Lit™. The transition gives the premium, all-natural cat litter a distinct identity and standalone platform designed to reach cat parents regardless of the litter box they use.

While the brand identity is new, the formula remains unchanged. Lit is made from one ingredient: 100% naturally sun-dried sodium bentonite clay sourced from a family farm in Wyoming. Free of additives, chemicals, and fillers, the litter forms tight clumps for low dust, minimal tracking, and exceptional odor control in both traditional and automatic litter boxes. For years, GreatLitter was positioned primarily as the best litter for Litter-Robot. With Lit, Whisker is giving the product a standalone identity designed to introduce it to a broader audience of cat parents seeking a premium, all-natural litter.

“GreatLitter has always been a superior product, but we’ve primarily focused on the audience this brand knows best: Litter-Robot users,” said Hew Loyd, Chief Marketing Officer at Whisker. “The transformation to Lit isn’t simply a rebrand, it is an affirmation of the product’s quality. Lit offers us access to the next generation of cat lovers, even prior to their first Litter-Robot purchase. They expect the products in their homes to be as thoughtful as they are effective, and now Lit’s superior quality is more readily accessible.”

The rebrand builds on Whisker’s recently introduced brand platform, “The Future is Feline,” which celebrates cats and the people who unapologetically love them. Lit brings that philosophy to the litter category through the positioning “Wildly clean litter,” a nod to the product’s all-natural makeup, low-dust performance, and the instinctual nature of cats. Lit’s new visual identity balances clean, elevated design with raw, unfiltered photography that reflects the duality of cats: elegant and discerning, yet playful and wild.

Beginning today, Lit is available in 20-pound bags starting at $30, with additional savings on multi-bag orders. Introductory savings are also available for new Autoship subscribers. Lit is available exclusively in the U.S. at Litterbox.com, Whisker.com, and Litter-Robot.com. Litterbox.com will serve as the primary digital home for the standalone Lit brand, while Whisker and Litter-Robot will continue to feature Lit as their recommended clay litter. Existing GreatLitter subscribers will automatically transition to Lit packaging.

To support the growing litter business and expand broader product distribution across the U.S., Whisker recently expanded its distribution network with a 47,000-square-foot third-party fulfillment facility in North Las Vegas. The facility began fulfilling Whisker orders in July, complementing the company’s existing operations center in Juneau, Wisconsin.

For more information, visit Litterbox.com.

About Whisker

Whisker is the global leader in connected cat care, known for innovative products like Litter-Robot®, the premium litter brand Lit, and a growing lineup of smart pet-connected solutions across waste, food, and water. Founded in 2000 by inventor and pet parent Brad Baxter, Whisker creates modern, intuitive products that deliver real solutions and insights for cats and their people. With over 2.5 million robots sold, the company is trusted by pet families worldwide. Headquartered in Auburn Hills, Michigan, and Juneau, Wisconsin, Whisker employs 600+ team members helping drive the future of cat care. Learn more at www.whisker.com.

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SOURCE Whisker