Intersand has been a leading manufacturer of cat litter for 30 years. What makes the company stand out from other litter manufacturers? What is unique about your approach?  Intersand is an expert in the development of premium cat litter, and we are very proud of our ability to innovate, as well as the deep respect and love we have for pets and their owners. Our products are sold in more than 60 countries with the same care and passion. We now have an industry-leading production facility in Colorado, as well as research and development led by a team of PhDs and a veterinarian—all overseen in our in-house laboratory, because we know managing everything directly and in-house ensures we’re meeting overall quality and product consistency, and providing the exceptional experience cat parents expect from Intersand. Also, since 2017, we have proudly been a zero-waste company, meaning that we recycle or reuse all of our production waste.

An important part of Intersand’s business is private-label cat litter. What makes the company a great private-label partner for pet retailers?  The company acts as a true partner in private-label for several retailers and other cat litter suppliers worldwide. We are extending our innovation to tailor cat litter products specific to meet our clients’ needs, which is a very important part of our robust private-label business. We work closely with our private-label customers on customizing all aspects of their private-label litter, including substrate, granularity, absorption, odor control, dust control, fragrance, packaging format, sizes, and more. And, we do it very effectively for customers worldwide.

Tell us about Intersand’s branded litters. What are the key elements of your approach to branding? Inte rsand’s OdorLock is a premium clumping mineral litter that is 100 percent natural, incorporating a unique and patented technology that prevents the formation of ammonia. This technology activates on contact with urine to neutralize odors for 40 days. 

Intersand’s Simple litter is an excellent, quality-price product. This product is made of 100 percent pure clay with odor control and has very good clumping. Both the OdorLock and Simple brands are offered exclusively to pet independent retailers. 

For our national brand, Intersand has put much effort into supporting our distributors and pet specialty stores. We offer our distributors and retailers in-store marketing material, a full training program, a loyalty program and exclusivity, as well as constant dedication to our brands and most premium formulas in this channel.  

Most recently, at Global Pet Expo, Intersand introduced OdorLock Prime, a new loyalty program designed exclusively for U.S.-based pet specialty retailers. The very simple program is a great way for retailers to make their purchases of OdorLock go further in 2022. 

What types of litters does Intersand offer across its branded and private-label offerings?  Currently, we are manufacturing bentonite clay and vegetable alternative cat litter. We can tailor cat litter products specifically to meet our clients’ needs. And, the features that we offer vary significantly—including attributes such as odor control and dust level, which we can adapt based on the market we serve, as well as other features we can enhance, depending on market requirements such as absorption capacity, clump strength and less tracking. We are also capable of adding a vast assortment of fragrances to our product. Finally, we can customize packaging—from bags and pails to boxes and even jugs—to best meet our customers’ needs. 

How is the litter market currently performing? What is driving this performance? What are the most important trends?  The pandemic changed people’s lives. We have seen demand increase for cleaner high-performance litter with exceptional odor control, easy-to-clean and no dust. In addition, it has changed pet parents’ behavior by growing the demand for online products—specifically commodity products that you renew every month, such as cat litter.

Another trend that we are seeing is more focus on environmentally friendly litter. Demand for products that reduce the carbon footprint of transportation is growing, as is demand for lighter litter, less chemicals and options that are healthier for the environment (biodegradable, compostable) overall. 

What are some common mistakes pet stores make when building and merchandising their litter selection? It is always preferable for pet specialty stores to focus their efforts on selecting exclusive products that have a story and offer more benefits—and ultimately value—to the pet parent. Trying to compete with the mass-market and big-box brands offered in all channels is probably not the best strategy. For instance, our premium cat litter is exclusive to independent pet stores, which brings customers back in store every month to pick up their bag of cat litter—and probably pet food, as well as other items for their pets. The challenge for a pet store that sells omni-channel brands is that they will likely never be competitive on price and will probably end up losing this customer eventually.  

What does the future hold for Intersand? We at Intersand feel there is a bright future ahead for us in America by applying a simple but effective formula that has made us successful for the last 30 years: 

• Invest in research and development to stay ahead of the market,

• Only offer premium product for a great user-experience, and 

• Listen and take care of our customers.

In the U.S., our goal is clear—to become the No. 1 pet specialty cat litter manufacturer through the expansion of our national brands, excellence in manufacturing, and being the best partner to our customers.  PB

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