“Early detection, ultimate peace of mind” – Marltons Pet Care turns a routine task into a meaningful act of care for cats and their owners
Marltons Pet Care, South Africa’s leading pet care brand, has launched a market-first innovation in cat litter: Marltons Micro Crystal Cat Litter with Health Indicator – a new silica crystal litter with embedded pH-sensitive dyes that change colour based on a cat’s urine pH, helping detect potential urinary health concerns early.
In a category that has traditionally focused on odour control and convenience, Marltons is redefining what cat litter can do. This new launch offers more than just hygiene; it provides early insight into a cat’s well-being by highlighting changes in urinary pH, allowing owners to act before a health concern becomes serious.
Each scoop, stir, and litter replacement becomes an act of proactive care.
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What is it?
The new Health Indicator Litter combines trusted silica performance — known for its high absorbency, superior odour control and soft texture — with a breakthrough pH-sensitive colour-changing technology. When a cat urinates, the crystals change colour depending on the pH level:
- Orange: May indicate acidity – potential metabolic or kidney issues
- Yellow-Green: Normal/healthy pH range
- Green-Blue: Alkalinity – possible UTI risk or early signs of stone formation
This colour shift helps cat owners spot problems early and consult their veterinarian when it matters most.
Why it matters
Cats are notorious for hiding signs of illness, especially when it comes to urinary and kidney health. Marltons’ consumer research revealed that while cat owners are deeply devoted to their pets, they often feel powerless when symptoms go unnoticed. This innovation brings visibility to a previously hidden health space — directly from the litter box.
“Urinary and kidney illnesses are common in cats and often go unnoticed until they’re serious,” says Catharina Bester, Head of Marketing at Marltons Pet Care.
“We wanted to offer more than just convenience — we set out to give owners a real tool to help care for their cat’s health, with peace of mind built into every bag.”
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Fast facts
- Market-first in SA: First colour-changing pH cat litter
- Availability: Exclusively in pet stores and via online retailers like Takealot and Pet Heaven
- Marltons Market Share:
- 35% share in the cat litter category
- 26.6% share in overall pet complementary products
- Source: Circana MAT May 2025 (PnP, Checkers & SPAR)
- Founded: 1945
- Product categories: Snacks & Treats, cat Litter, Pet Health, Grooming, Décor & Environment, Pet Food, Toys, Accessories
“This is an excellent product. My cat was diagnosed with bladder stones last week and had to have surgery. I bought this health litter to monitor her recovery. Thank you for an amazing product!”
— Ilze Meyer, Cat Owner & 5-Star Review on the Marltons Website
Packaging refresh
Coinciding with this innovation, Marltons is rolling out a full packaging redesign across its cat litter range — improving shelf standout, shopper navigation, and clearly segmenting functional benefits to help consumers choose the right solution for their pets.
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About Marltons
Founded in 1945, Marltons Pet Care is South Africa’s leading pet care brand, offering solutions for cats, dogs, birds, fish and small pets. With presence in over 3,000 retail and specialist pet stores, Marltons is a trusted household name known for its quality pet products. Marltons is a private equity-backed company and part of Bachique International.
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Featured Image: Supplied
