Australian Cat Litter Startup Hits $30M in Under 3 Years

An Australian pet brand barely three years old just became one of the fastest-growing companies in the country, and it's all thanks to tofu.

Michu launched in Melbourne in April 2022 with a simple idea: create cat litter that's better for homes, pets, and the planet. The startup has now generated over $30 million in sales and moved more than six million bags of its signature tofu-based litter across Australia and the United States.

The numbers tell an impressive story. Michu currently sells roughly four bags of cat litter every minute and was recently named Australia's number one Smart50 Company for innovation and rapid growth.

The secret to their success lies in rethinking what cat litter can be. Traditional clay and crystal litters create waste that sits in landfills for years. Michu's plant-based alternative is completely biodegradable and even flushable, making cleanup simpler while dramatically reducing environmental impact.

Pet owners say the products actually work better than conventional options. The cult-favorite Wonder Litter has earned over 700 five-star reviews, with customers praising how quickly it clumps and how well it controls odors. One reviewer shared that waste clumps form in just 10 seconds with zero residue or lingering smells.

The Premium Mixed Tofu Cat Litter offers 10 times the odor absorption of traditional litters and has racked up more than 550 glowing reviews. Apartment dwellers especially love how it keeps small spaces fresh without harsh chemicals or artificial fragrances.

The Ripple Effect

Michu's growth shows how consumer demand for sustainable products can transform entire industries. The company started with litter but now offers raw pet food and designer litter boxes that look more like home decor than pet supplies. Their success has proven that eco-conscious choices don't require sacrificing quality or convenience.

Major retailers have taken notice. Michu products are now available at Petbarn, Pet Circle, and Swaggle, with many items regularly selling out due to demand. The brand is expanding into Coles supermarkets nationwide, making sustainable pet care accessible to millions more Australian households.

The founders explain they set out to create products reflecting the sophistication of modern homes while meeting the practical needs of cats and their owners. That balance between elegance and functionality resonates with pet parents who want their homes to look good and smell fresh.

With expansion plans underway and zero signs of slowing down, this Melbourne startup is proving that doing good for the planet can also mean doing well in business.