PrettyLitter

PrettyLitter is an American pet wellness company based in Los Angeles, that produces lightweight crystal-based cat litter that is designed to react to a cat's urine to indicate potential health problems by changing color based on the acidity, alkalinity or the presence of blood in a cat's urine.[2][3] PrettyLitter also produces health-focused cat food.[4] In May 2021, PrettyLitter was acquired by Mars for a reported $1 billion.[5][2]

PrettyLitter
TypePrivate
Industry
Founded2015 (2015)
FoundersDaniel Rotman[1]
HeadquartersLos Angeles, California, U.S.
ParentMars
Websiteprettylitter.com

History

PrettyLitter was founded in 2015 by Daniel Rotman[6][7] who graduated from the University of California, Berkeley, and received his master's degree from Harvard University where he was a Fellow for the Center for Public Leadership. Rotman has previously worked for the U.S. Congressional Chair of the United States House Committee on Foreign Affairs.[8] The idea of PrettyLitter was born after the passing of Rotman's cat, Gingi, where he discovered there were no at-home tools to help detect cats' potential health issues.[8][9][10][11]

In 2015, PrettyLitter participated in the Startup U competition led by Tim Draper, a 7-week reality television series that premiered on ABC Family from August to October 2015.[12][13] As one of the finalists for Startup U, Rotman managed to start PrettyLitter officially in late 2015.[8][14]

In August 2016, the PrettyLitter joined American startup accelerator, Gener8tor which resulted in a growing sales size of 1300 percent within two months.[15] In May 2021, Mars acquired PrettyLitter for a reported $1 billion.[2]

References
  1. "LA Startups Take Advantage of Booming Pet Care Industry | Los Angeles Business Journal". labusinessjournal.com. Retrieved 2021-11-13.
  2. "Mars Is Said to Acquire PrettyLitter for Under $1 Billion". www.bloomberg.com. Retrieved 2021-11-13.
  3. "Rainbow Kitty Litter Could Help Monitor Your Cat's Health". Wired. Retrieved 2021-11-13.
  4. Adelson, Karen Iorio (2018-12-10). "Strat Haul: This Odor-Free Kitty Litter Is the Best Thing I Bought in 2018". The Strategist. Retrieved 2021-11-13.
  5. "Coinbase takes its SEC battle to the public". Fortune. Retrieved 2021-11-14.
  6. Adelson, Karen Iorio (2019-03-05). "The Best Automatic Pet Feeders and Water Fountains, According to Experts". The Strategist. Retrieved 2021-11-13.
  7. "Check out Randle Communications on Inc.com". Inc.com. Retrieved 2021-11-13.
  8. Dundas, Suzie. "Created On A Television Show, PrettyLitter Uses Color-Changing Litter To Monitor Feline Health". Forbes. Retrieved 2021-11-13.
  9. "Health-monitoring cat litter can help detect common feline illnesses". oregonlive. 29 October 2015. Retrieved 2021-11-13.
  10. Abo, Jessica. "How to Be a Successful Leader in Your Industry". Entrepreneur. Retrieved 2021-11-13.
  11. Chan, Tim (2021-07-20). "So You Got a Pandemic Puppy… Here's How to Keep Them Happy Once You Go Back to Work". Rolling Stone. Retrieved 2021-11-13.
  12. Friedlander, Whitney (2015-06-30). "ABC Family Sets Cast for Tech-Themed Reality Series 'Startup U'". Variety. Retrieved 2021-11-13.
  13. "Why Tim Draper's startup reality show is the first one I've actually liked (No really)".
  14. Shandrow, Kim Lachance. "Meet the Scrappy Young Entrepreneurs of ABC Family's Upcoming 'Startup U' Show". Entrepreneur. Retrieved 2021-11-13.
  15. "Xconomy: Gener8tor Unveils New Class of Startups, Hits Fundraising Milestone". Xconomy. 2016-10-24. Retrieved 2021-11-13.
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