Rufus & Coco is an Australian-born specialty pet care brand founded in 2008 with a simple mission to help pets ‘live large’. They challenge the status quo of a crowded pet care market dominated by low-quality, environmentally harmful products. Today, Rufus & Coco delivers a full suite of premium, sustainable products and services across grooming, hygiene, litter, and accessories, alongside premium grooming and non-sedation dental salons in New South Wales. The brand has become a trusted name for pet owners seeking solutions that are safer, smarter, and kinder to the planet.

In 2023, Rufus & Coco launched Wee Kitty pH Health Check Litter, a world-first innovation that redefined what kitty litter can be. Traditionally, litter has been treated as a hygiene product with little thought to health or sustainability. The Wee Kitty pH Health Check Litter changes that paradigm by embedding a colour-changing pH indicator directly into the litter itself. Each time a cat urinates, the litter provides a visible reading: if the pH is high, the pellets turn blue, signalling a possible urinary health issue. This early detection is invaluable for cats, who often mask signs of illness until conditions become serious. By transforming a routine hygiene product into a proactive health tool, Rufus & Coco has created an entirely new category: wellness litter.

The innovation builds on Rufus & Coco’s existing expertise in natural litter substrates. Unlike conventional clay, silica, or paper litters, which are typically environmentally destructive, dusty, or ineffective, Wee Kitty pH Health Check Litter is plant-based, biodegradable, vegan, flushable, and septic-safe. Its base of tofu pellets delivers superior clumping, absorbency, and odour control, while the cotton pH indicator pellets provide reliable health monitoring. The result is a litter that lasts up to four times longer than standard products, reducing both owners’ costs and waste sent to landfill.

For pet parents, the benefits include:

• Peace of mind through early detection of urinary health problems.
• Superior performance in clumping, absorbency, and odour control.
• Convenience with flushable, low-dust pellets that keep homes cleaner.
• Sustainability via natural, food by-product ingredients that support circular economy principles.

For cats, the experience is enjoyable and safe. The pelletised format is gentle on paws, dries quickly, and avoids the wet mess of paper or clay litters.

The development of their innovation spanned over a year of research and testing. Rufus & Coco trialled multiple substrates, including cotton, to determine the most effective and sustainable way to embed the pH indicator. Maintaining natural, biodegradable materials was a non-negotiable requirement, even when alternative substrates offered easier functionality. Rigorous internal experiments and independent testing through SGS ensured the final product delivered both reliability and safety.

Rufus & Coco has redefined consumer expectations of what cat litter can do. By combining science, sustainability, and everyday utility, Wee Kitty pH Health Check Litter sets a new benchmark for pet care innovation in Australia and globally.

For more information about Rufus & Coco, visit rufusandcoco.com.au/.