Arm & Hammer innovates in the cat litter aisle

EWING, N.J. -- One of the most popular household brands in America is targeting cat owners who want cleaner smelling home.

Church & Dwight Co. Inc., the makers of Arm & Hammer products, is launching new Arm & Hammer Clump & Seal MicroGuard Cat Litter. The new litter has innovative technology that seals and destroys immediate odor and prevents the growth of future bacterial odors.

"We know that the litter box isn't the most glamorous place in the home, but we want to help cat owners feel confident that the bacterial odors from their litter box are under control," said Melissa Martin, VP, marketing, pet care, Church & Dwight Co. Inc. "With the new MicroGuard technology, cat owners can be assured that immediate odors are sealed and destroyed, plus, the growth of future bacterial odors are prevented for seven-day odor control, guaranteed."

Arm & Hammer conducted a study to see how smelly litter plays a role in the lives of cat owners. According to the study, bacterial odors are a big concern, with 81% of cat owners most disturbed by the smell from litter compared to the smell from bad breath and smelly garbage. When it comes to changing litter, 78% of cat owners clean their litter daily to uphold the cleanliness of their cat. The study also found that 40% of cat owners agree their number one fear when having guests over is that their house smells because of odor from their cat litter.

Arm & Hammer Clump & Seal MicroGuard Cat Litter is available in 14 lb., 19 lb. and 28 lb. boxes at retailers nationwide. Suggested retail prices range from $8.99 to $16.99.