CocoCat tofu cat litter featured in British Vogue's Pawsitively Chic

A few lines in British Vogue

Open the May issue of British Vogue, the one with Charli XCX on the cover, and somewhere among the season's pet brands you will find us. The feature is called Pawsitively Chic. The entry is short, the way these things are. It calls CocoCat a London-based cat care brand built around Catitude: the belief that cats do not need to be managed, only respected.

That single line is a fair account of where the litter comes from.

Catitude is not a tagline we fitted to a finished product. It is the order we worked in. Long before there was a bag to sell, there was the ordinary business of watching cats use a tray: how carefully they read a surface through their paws, and how quickly they leave when something is off. Cats are particular about texture and sensitive to dust and strong scent. A litter that takes that seriously has to be quiet about its job.

So our tofu cat litter is made from pea fibre and millet rather than mined clay. It is plant-based and low on the fine dust that clay sends up each time a paw lands. It clumps quickly, which keeps the daily scoop a small, undramatic task and leaves the rest of the tray undisturbed. Solids lift out cleanly, and where your local water company allows it, the clump can go down the loo instead of into another bin bag.

In Vogue, CocoCat sits a few entries along from equestrian makers and hand-stitched Italian leather. It is good company, and a better fit than it first looks. Looking after a cat well and caring how a thing is made come from the same instinct, just pointed at different objects.

The magazine gave CocoCat three sentences. This is the longer version, for anyone who saw the page and wondered what was actually in the bag.

See the tofu cat litter →